Comment on Starbucks turns to a celebrity CEO as it struggles to define itself for an era of mobile orders

Starbucks turns to a celebrity CEO as it struggles to define itself for an era of mobile orders

To Howard Schultz, the chaos he observed at a Starbucks in Chicago one recent morning summed up the troubles of the company he long led as chairman and CEO. Commuters tumbled off trains and into a Starbucks store to pick up the orders they had placed on their cellphones. Drinks weren’t ready when the mobile app said they would be.

 

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