Advertising Age Article Abstract
'Fired Up' Schultz Gives Peek at Starbucks Turnaround Plan
100 Stores to Close, No More Breakfast as CEO Puts Emphasis on Long Term
CHICAGO (AdAge.com) -- Starbucks CEO Howard Schultz said the coffee chain will stop serving breakfast sandwiches, close 100 underperforming stores, and stop reporting same-store sales -- the standard by which most chains' business is judged. The latter indicates Starbucks is taking a long-term approach to turnaround and doesn't want its progress judged too quickly. ...