Starbucks' superstar CEO has been all over the place this week, sweet-talking Katie Couric on The CBS Sunday Morning Show. (Check out the clip after the jump.) And he was on NPR declaring that Starbucks was cool again.
Oh Howard! Bubbeleh! Really??!
Haven't you heard? There's nothing less cool than declaring yourself cool!
I bet this comes off as criticism, but it's not. I'm a fan. I want to see Starbucks stock soar and its reputation fully restored. Since he's returned to the top brew spot, Schultz has done a lot of things right. I'm madly in love with the brewed-to-order coffee made in the Clover. But, speaking as a faithful customer, here's where he has failed me.
For the love of Mike, Mr. S, can you please do something about the food?
OK, yes, sure, people don't go to Starbucks for four-star cuisine. I get that. But the pre-packaged sandwiches are wretched. The pastries are dull. The best thing on the menu is the oatmeal, and how hard is that to screw up?
In fact, I would LOVE to see more minimally processed items, like the oatmeal, offered. Surely the team of scientists and engineers and big-brained chefs Starbucks has on staff should be able to tackle that issue, right? Or ask your friend Tom Douglas. Betcha he's got some bright ideas on how to upgrade the eats at Starbucks.
Please, I'm begging you, Howard: When you get your crew to start cooking like rock-star chefs, then maybe Starbucks will be rock 'n' roll once again.