Facing slowing sales growth and increased competition nationwide, Starbuck's founder and recently reinstalled CEO Howard D. Schultz is scheduled to roll out a revitalization plan today that will
almost certainly involve shutting down stores in the United States while accelerating expansion overseas. Details remained under wraps.
Schultz faces a difficult task: He has to slow down
the company to make stores feel more like hip neighborhood coffeehouses, while also delivering the steady growth that investors have come to expect. Marc Greenberg, an analyst at Deutsche Bank, says
the primary problem for Starbucks is simple: "It's being overbuilt, classic over-saturation."
Officially, Schultz has not given up the goal of opening 40,000 stores worldwide. Wall Street
will be watching closely to see how he reconciles that plan with the need to refocus the U.S. business.
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