SBUX revisited

Photo Credit: WSLC This was a published feature article I wrote for Inland Business Catalyst (2008). The economy was sliding and Starbuck's stock had plummeted. Howard Schultz returned to save the brand he helped build. Unfortunately, he is still working at it. There seams to be more passion and drive in a "rags to riches" story than a "riches to riches" story. Though I sent the letter and magazine to him, I received no reply. Starbucks did follow some of the suggestions I made. I'm sure someone else with more influence was on the same page as me. A letter to Howard (CEO back at the helm at Starbucks, Inc.) Dear Howard: Things have gotten a little out of focus in your absence. But now you're back, I need to tell you, I'm still concerned. The stray from Starbucks has little to do with the price and everything to do with the experience. If Starbucks can recapture the coffee house experience, the price will be of minor importance. Lowe