Freed From CEO Role, Schultz to Focus on Starbucks Upscale Push
- Coffee guru’s next act wil be to spearhead Reserve rollout
- Company also building cavernous flagships called Roasteries
Starbucks Turns to Tech With New CEO
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Howard Schultz is ready for his next project: Starbucks 2.0.
Schultz, who will become executive chairman when he steps down as chief executive officer at Starbucks Corp. next year, says he’ll focus on his three-pronged bet that the world’s largest coffee chain needs to become even more upscale. The program includes a line of premium coffee called Reserve, as many as 1,000 cafes that will showcase the new brand and flagship stores as large as 20,000 square feet called Roasteries.