Core Viewpoint - Starbucks is implementing the "Return to Starbucks" strategy to regain customer trust and reassure investors, focusing on enhancing in-store experiences and internal promotions [1][2]. Group 1: Strategic Initiatives - The company has committed to adding more seating areas in stores and implementing an internal promotion mechanism to gain support from store managers [1]. - CEO Brian Niccol has initiated the "Return to Starbucks" strategy to boost weak sales, highlighted during a three-day leadership event attended by over 14,000 store managers [1][2]. - Starbucks plans to increase the number of assistant managers in most North American stores next year, giving managers more control over staffing needs [2]. Group 2: Cultural Transformation - The core of the "Return to Starbucks" strategy is to revitalize the company's corporate culture, which has reportedly declined [2]. - Starbucks is reversing previous decisions, such as removing seating from cafes, which has upset both customers and employees; the company aims to restore the social aspect of its cafes [2][4]. - Niccol emphasized the importance of interpersonal connections and human-centric leadership during the leadership event [2]. Group 3: Employee Engagement and Development - The company aims to increase the internal promotion rate for retail leadership positions to 90%, with plans to open 10,000 new stores, creating more career advancement opportunities [4]. - Starbucks is introducing a new "Green Apron" workforce model to improve service times and customer flow, allowing managers better control over staffing [4]. - The company has faced employee concerns regarding work hours and workload, leading to a wave of union activities across hundreds of stores [4]. Group 4: Leadership Support - Founder Howard Schultz made a surprise appearance at the leadership event, expressing support for Niccol's "Return to Starbucks" plan and encouraging managers to bring energy back to their stores [5]. - Schultz's endorsement of the strategy reflects a potential shift in leadership dynamics, as Niccol seeks to establish his own identity separate from Schultz's influence [5].