Starbucks' New Chief Vows to Reinforce Coffee Shop Values

Howard Schultz returns to lead the coffeehouse chain he founded over 40 years ago

Schultz promises to bring back the 'soul' of Starbucks

Former Starbucks CEO Howard Schultz has returned to the helm of the company he founded over 40 years ago, with a pledge to restore the "soul" of the coffeehouse chain. In a letter to employees, Schultz said he was "deeply concerned" about the company's recent performance, which has seen declining sales and customer satisfaction. He said he believes the company has "drifted away" from its core values, and that he plans to bring them back. Some of the changes Schultz plans to make include: * **Refocusing on coffee** Schultz said Starbucks has become too focused on food and other non-coffee items in recent years. He said he plans to bring the company back to its roots by focusing on providing customers with high-quality coffee. * **Improving the customer experience** Schultz said Starbucks needs to do a better job of creating a welcoming and comfortable environment for customers. He said he plans to invest in training baristas and making sure that stores are clean and well-maintained. * **Investing in employees** Schultz said Starbucks needs to do a better job of taking care of its employees. He said he plans to increase wages and benefits, and to provide more opportunities for training and development. Schultz's return to Starbucks has been met with mixed reactions. Some analysts are optimistic that he can turn the company around, while others are more skeptical. However, Schultz has a proven track record of success, and he is widely respected in the coffee industry. Only time will tell whether Schultz can succeed in his mission to restore the "soul" of Starbucks. However, his return to the company is a sign that he is committed to making Starbucks a successful and beloved brand once again.