Howard Schultz’s ‘Onward’ Reveals Starbucks’ Turnaround

In 2008, as the global economy faltered, one of the world’s most recognizable coffee brands teetered on the edge—not from a lack of customers, but from a drift away from its core. For Starbucks, the challenge wasn’t just financial survival, but rediscovering why it existed in the first place. At the center of that story is Howard Schultz, who left the CEO role eight years prior, only to return when the company needed him most.

Howard Schultz resumed the role of Starbucks CEO in 2008, marking his return after eight years as chairman, to lead the company out of its worst crisis and restore both its financial health and cultural identity over the next three years.

The Crisis Behind the Comeback

In 2007, internal issues at Starbucks began to surface publicly after a leaked memo revealed growing concerns about the company’s direction. By 2008, Schultz—then chairman—made the bold decision to step back into the CEO role he had relinquished nearly a decade earlier. The coffee giant faced its greatest challenge yet: declining store performance, eroded customer experience, and a loss of connection to the values that once defined it.

How Starbucks Regained Its Soul

Between 2008 and 2010, Schultz led a sweeping transformation. One of the most symbolic moves was the decision to close all U.S. Starbucks stores for several hours to retrain baristas on the art of espresso-making. This was more than operational fine-tuning—it was a statement. The company also introduced stronger systems to encourage innovation and refocused on quality, customer connection, and the craft of coffee. Throughout, Schultz emphasized returning to Starbucks’ founding principles even as the company fought to stabilize its finances.

From Memo Leak to National Store Closures

• 2007: Internal problems exposed by a leaked memo signaling operational and cultural decline
• 2008: Schultz returns as CEO after eight years as chairman
• 2008–2010: Series of major changes, including a company-wide U.S. store shutdown for barista retraining
• Key focus: Rebuilding core values, improving coffee quality, restoring profitability

Frequently Asked Questions

Why did Howard Schultz return as Starbucks CEO in 2008?

Howard Schultz returned as CEO in 2008 because Starbucks was facing its most serious crisis since its founding, with declining performance, customer experience issues, and a drift from its core values. Having stepped down as CEO in 2000 to become chairman, Schultz chose to come back and lead the company through a critical period of restructuring and cultural renewal.

What major change did Starbucks make in 2008 to improve quality?

In 2008, Schultz led Starbucks to temporarily close all U.S. stores for several hours to conduct mandatory barista training focused on espresso preparation. This move underscored the company’s renewed commitment to quality and the skills that define a great coffee experience.

How long was Schultz CEO before stepping down in 2000?

Howard Schultz served as Starbucks CEO until 2000, at which point he transitioned to the role of chairman. He remained chairman until returning to the CEO position in 2008, making an eight-year gap between his two stints as CEO.

What values did Schultz aim to restore at Starbucks during the crisis?

Schultz sought to bring Starbucks back to its original values centered on quality coffee, customer connection, and the craft of coffee-making. Amid financial and operational turmoil, he emphasized rebuilding the company’s soul alongside restoring its financial health.

When was the book 'Onward' released in China?

The book 'Onward' by Howard Schultz was officially released in the Chinese market in the same year it was published globally, following the release of his earlier memoir, 'Pour Your Heart Into It.'

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