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Article: Starbucks maps return to coffeehouse origins

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International Herald Tribune
Article date:
March 21, 2008
Author:
Copyright

Brad Stone The New York Times Media Group
International Herald Tribune
03-21-2008
Starbucks maps return to coffeehouse origins
Byline: Brad Stone The New York Times Media Group
Edition: 1
Section: FINANCE/BUSINESS

SEATTLE --

Howard Schultz, the chief executive of Starbucks, has announced sweeping changes as the company seeks to reconnect with customers who have left for competitors or pared back their coffee budget in hard economic times.

The initiatives, announced Wednesday, are intended to restore an authentic coffeehouse experience to stores and, in turn, re- energize an ailing stock that has lost half its value in the past 15 months.
In front of 6,000 investors, employees and analysts at ...

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