Date: 01-11-2008
Starbucks Coffee Company has appointed Chairman and Founder Howard Schultz as chief executive officer again. Schultz will keep his title as chairman and will replace Jim Donald, who is leaving the company. Schultz aims to renew the company's focus on customer experience and innovation. Starbucks plans to slowdown its pace of U.S. store growth to improve performance at existing locations by ''re-igniting the emotional attachment with customers.'' Schultz is acknowledged as the architect of Starbucks brand image. He joined Starbucks as director of operations and marketing in 1982 and purchased the company in 1987. During his 13-year term as CEO, Starbucks went public in 1992 and enjoyed exceptional U.S. and international growth. According to reports, Starbucks has been facing stiff competition from fast-food rivals such as McDonald's
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