I'm sure! CEO Howard will reshape Starbucks' corporate culture!

On July 11, local time, Starbucks interim CEO Howard Schultz posted an open letter on Starbucks' website, saying that in Starbucks' current situation, neither partners nor customers can get a good environment and experience. therefore, Starbucks needs to reshape its corporate culture!

Since some Starbucks stores in the United States began to promote unions in August 2021, Starbucks has been trying to stop the action, but the results have not been satisfactory. Although Starbucks will recall Howard in April to deal with a variety of things that can affect the operation of the brand, it still failed to stop other stores from joining in, and because the action was too tough, the National Relations Labor Commission (NRLB) sued Starbucks for illegally closing unionized stores and laying off employees.

'because we live in a changing world, economic, social and operational pressures are colliding with each other, 'Mr. Howard said in an open letter. He also noticed that Starbucks is in an unprecedented cultural divide and economic trauma. The Starbucks business established today does not fully meet the changing actions, needs and expectations of our partners or customers and cannot be applied to the future.

So what needs to be done now is to recreate a customer-connected, popular and safe environment, and partners should support each other with dignity, respect and kindness to reshape the corporate culture. Howard said he should be more loyal to Starbucks' common mission to "inspire and nurture the spirit of humanity-everyone, every cup, every community," and made a five-point reshaping plan:

"rethink how to make Starbucks mission a reality", "fundamentally improve the welfare of store partners", "rethink the store experience, in order to achieve more connection with customers and the positive impact on the protection of the global environment", "reconnect with customers by providing an unforgettable personalized experience" and "re-establish partnerships"

Pops also highlighted that recently the company has learned a lot about the ideas, experiences and stories of its partners through meetings, surveys, open forums and with management, so "re-establishing the partnership" has a detailed plan:

-provide safe, warm and friendly services to stores. It is hoped that partners can put aside their increasing isolation and division, unite, protect, respect and tolerate each other, and work together to create a safe and enthusiastic working environment.

-provide progress and opportunities for partners. You can learn important skills, get fair pay, and get more opportunities for development and progress at Starbucks.

-bring more welfare policies to partners. At present, the epidemic has brought varying degrees of impact on the physical and mental health of partners as well as personal finance. Therefore, the company provides more policies and benefits, as well as more medical, psychological, and salary security.

-share power, share responsibility, share success. Starbucks' success depends on the efforts of all its partners, so this reshaping must enable partners to better demonstrate their personal strength, share and build common future responsibilities, and benefit every partner when the company succeeds.

Although the other four-point reshaping plans are not yet detailed, the letter has made it clear that plans will be worked out and implemented in the coming weeks. Howard's reshaping plan will also realize his classic quote, "Partners will always be Starbucks's most important asset."

After Howard announced his retirement in 2018, Starbucks ignored the experience and feelings of its store partners because of its rapid development, leaving behind a lot of problems that were not solved in time. The epidemic in the past two years has further aggravated these problems, resulting in a lot of things that are not conducive to the development of the brand.

It is hoped that the reshaping plan, under Howard's leadership, will enable Starbucks to regain the balance between creativity and norms, entrepreneurship and precise processes, discipline and innovation advocated by its corporate culture.

Photo: Starbucks website

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