In a letter to Starbucks partners, CEO Howard Schultz shared a set of principles, a new approach to partnership and a new mission: To inspire and nurture the human spirit – one person, one cup and one neighbourhood at a time. His aim is to modernise and transform the Starbucks experience in its stores and recreate an environment that is relevant, welcoming and safe.
The reinvention plan begins with what Schultz describes as five bold moves.
- Re-envision how we bring our mission to life.
- Renew the well-being of retail partners by radically improving their experience.
- Reimagine our store experience for greater connection, ease and a planet positive impact.
- Reconnect with our customers by delivering memorable and personalized moments.
- Redesign partnership by creating new ways to thrive together.
He says the company will unveil specific programs to deliver on these in the weeks ahead.
A new approach to partnership
Schultz also previewed a possible redesign of partnership where each partner has voice and agency in bringing forward perspectives and ideas, and shared accountability for their actions and impact.
A new set of principles will guide the model.
- Safety, welcoming and kindness for our stores.
- Advancement and opportunity for our partners
- Well-being for one another and our communities.
- Shared power, shared accountability, shared success.
“We have created a great and enduring company that has overcome many challenges over the last 50 years,” he said. “This rich history is built with a long line of partners who have dared to make Starbucks a different kind of company. With each era, we each make our contribution.”
