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Howard Schultz Emphasizes the Need for Starbucks to Refurbish its Stores and Enhance its Mobile App

Howard Schultz, the former CEO and chairman of Starbucks, recently expressed his concern about the need for the coffee chain to revamp its stores and improve its mobile app. In an interview with Business Insider, Schultz highlighted several critical areas where he believes Starbucks should focus its efforts to enhance the overall customer experience and drive future growth.

Revisiting the Store Experience

One of Schultz's primary concerns is the current state of Starbucks' store ambiance and functionality. He emphasized the importance of creating a warm and inviting atmosphere that encourages customers to linger and enjoy their coffee. Schultz believes that Starbucks should renew its commitment to providing a unique and comfortable in-store experience that sets the brand apart from its competitors.

In addition to the physical layout and design of its stores, Schultz stressed the significance of addressing operational efficiencies to streamline the customer experience. He suggested that Starbucks should reevaluate its staffing models and service processes to ensure that customers receive prompt and attentive service during peak hours.

Enhancing the Mobile App

Schultz also emphasized the need for Starbucks to prioritize the enhancement of its mobile app. As digital technology continues to play a significant role in consumer behavior, Schultz believes that Starbucks must invest in its mobile platform to cater to evolving customer preferences.

He emphasized the importance of a seamless and user-friendly mobile app that offers convenience, personalization, and loyalty rewards. Schultz suggested that Starbucks should leverage advanced technology to improve order-ahead capabilities, integrate mobile payment options, and provide more personalized recommendations based on individual preferences and purchase history.

Embracing Innovation and Sustainability

Beyond the immediate priorities of store refurbishments and app enhancements, Schultz also advocated for Starbucks to embrace innovation and sustainability as core pillars of its business strategy. He believes that Starbucks should continue to lead the industry in adopting environmentally-friendly practices and investing in sustainable sourcing and operations.

Schultz also encouraged Starbucks to leverage innovation to introduce new and exciting products that resonate with evolving consumer trends. He emphasized the need for ongoing research and development to create innovative offerings that differentiate Starbucks and drive continued relevance in a competitive market.

Realigning with Starbucks' Core Values

Throughout the interview, Schultz emphasized the importance of realigning Starbucks' initiatives with its core values and founding principles. He suggested that Starbucks should remain committed to its mission of "inspiring and nurturing the human spirit" while also addressing contemporary consumer needs and preferences.

As Starbucks continues to navigate the challenges posed by evolving consumer behaviors and market dynamics, Schultz's insights serve as a poignant reminder of the brand's need to evolve while maintaining its unwavering commitment to quality, community, and innovation.


Howard Schultz's remarks underscore the critical areas that Starbucks must address to revitalize its stores and enhance its digital capabilities. By reaffirming its dedication to providing an exceptional in-store experience, improving its mobile app functionality, embracing innovation, and upholding its core values, Starbucks has the opportunity to reaffirm its position as an industry leader and meet the evolving needs of its customers.

As Starbucks charts its path forward, Schultz's guidance offers valuable perspectives that can help the company navigate the challenges and opportunities that lie ahead. By embracing change and remaining true to its founding principles, Starbucks has the potential to reinvigorate its brand and solidify its position as a beloved and enduring fixture in the global coffee culture.

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