Starbucks founder Howard Schultz is stepping down as CEO and will give the reins to Kevin Johnson the president and chief operating officer at Starbucks.
The company was founded in 1971. Mr. Schultz, the outgoing CEO of Starbucks is wanting to create a new Starbucks experience, comparing the coffee selection at these new stores like the “Willy Wonka” of coffee.
No, we are not talking about the Willy Wonka Frappuccino.
His new project may see cups of coffee go for as much as $12/cup. OK, I don’t know about you, but this is one of the reasons I have my own cappuccino machine. I think Starbucks is also overrated, so going to a new gourmet branding is probably over-kill.
Remember folks, it’s just a CUP OF COFFEE!
Schultz, who will stay on as executive chairman will oversee the branding of a new type of Starbucks cafe. One that he likens to upping the ante very much as they did in the automotive industry created in the upper line of BMW or Porsche.
When asked in a a recent interview at marketplace.org by David Brancaccio whether this is similar to the branding of a 99 cent pizza slice versus the gourmet pizza seen in upscale restaurants, Schultz responded by suggesting “this doesn’t compare to pizza, which is a simple commodity.”
Really? When is coffee not a commodity? I think the Starbucks mindset at the corporate level has been over caffeinated.
Would you pay $12/cup for a coffee? I didn’t think so.