CEO Howard Schultz

HOWARD SCHULTZ VERSUS HOWARD SCHULTZ You can get a sense of what's important to someone by the stories he tells. At Starbucks, a company diminished in ways both tangible and ineffable, Howard Schultz is telling a story about milk. Starbucks uses a lot of the stuff. As part of Schultz's efforts to improve the quality of the millions of lattes and cappuccinos Starbucks serves, he forbade what had become the common practice of resteaming milk. That meant the baristas were pouring millions of dollars of leftover milk down the drain. As store managers for the first time began thinking about how to operate more ... Read Full Story

With consumers still holding back on small luxuries — even as competition increases among specialty coffee sellers, which now include McDonald's Corp. — Starbucks Corp. launched a multimillion dollar advertising campaign in its third quarter to convince more consumers to spend. CEO Howard Schultz spoke during a conference call with investors about how successful Starbucks was in this latest skirmish in the coffee wars. QUESTION: How effective have you been at driving traffic into retail stores? RESPONSE: It's very hard to specifically quantify the effectiveness of advertising in the midst of the quarter that we just finished, because it's very fresh. However, when you ... Read Full Story

On the business TV channel CNBC, Starbucks CEO Howard Schultz said that "the UK is in a spiral" and consumer confidence was 'very, very poor'. Times are tough all around, but few Brits want to receive a prognosis from coffee-king Schultz, least of all UK business secretary Peter Mandelson. The comments from Schultz infuriated Mandelson who hit back with a few choice words: "Who the fuck is he? How the hell are they (Starbucks) doing?" Mandelson was in New York recently. His remarks were made in front of journalists outside the official residence of the British consul-general. Mandelson said Schultz was spreading unnecessary misery ... Read Full Story

Howard Schultz, Starbucks CEO, seeks to dispel excess myth in a rectent MarketWatch article . But in light of the whole AIG $1 million bonuses that were just paid out to the top executives, you may wonder if Schultz may want it both ways. For years, Starbucks touted itself as a premium cup of coffee and was unabashed in the fact that it was more expensive then other coffees, but it was worth the extra money. The image of the white coffee cup with the green logo symbolized a higher end, premium product. It was much like the Tiffany’s of coffee. But a product ... Read Full Story

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