(C) Common Dreams
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Why Is Howard Schultz Taking This So Personally? [1]
['Noam Scheiber', 'Julie Creswell']
Date: 2022-12-11
Howard Schultz did not like the smell of burnt cheese. For weeks in 2007, he stewed about it.
At the time, Mr. Schultz hadn’t been in charge of Starbucks for years, and he couldn’t shake the feeling that the company was adrift. Starbucks, which had long sought to bring an authentic Italian coffee experience to the masses, was in his view becoming watered down and warmed over. And no feature better epitomized the decline than its breakfast sandwiches — specifically, the odor they gave off when heated.
“Whatever rich, hearty coffee aroma remained in the store was overwhelmed by singed Monterey Jack, mozzarella, and, most offensively, cheddar,” Mr. Schultz wrote in “Onward: How Starbucks Fought for Its Life Without Losing Its Soul,” the second of his three memoirs. He added: “As far as I was concerned, nothing could be further from the romance of the Italian espresso bar. I could not stand it.”
The following year, Mr. Schultz was back and the sandwiches were on their way out. It would not be the last time Mr. Schultz came back to fix a problem at Starbucks he thought no one else could. Since then, he has left and come back again, for a remarkable third turn in the C.E.O.’s chair.
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[1] Url:
https://www.nytimes.com/2022/12/11/business/howard-schultz-starbucks-union.html
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