How does an international company — whose stock fell 50 percent just last year — begin to make a comeback? Starbucks' solution is to bring back their big shot. As of Monday the founder of the company, Howard D. Schultz, has returned as chief executive with hopes that he'll turn the company back around.
Aside from sales suffering due to typical economic forces, Mr. Schultz said the company that had started as “quintessentially entrepreneurial” is now “soft." He admitted that Starbucks no longer focuses on the customer and his intent is to concentrate on the "customer experience."
McDonald's is busy gearing up their brand new teams of baristas to make you a cheaper latte this Fall, and Starbucks will need to prove they're worth your extra cash. If you were in Mr. Schultz's shoes, what changes would you implement for the suffering chain?