The new initiatives launched by Starbucks Coffee, Seattle, balance the heritage and tradition of the Starbucks brand with innovation and a desire to be more locally relevant in markets around the world, says Howard Schultz, chairman, president and chief executive officer of Starbucks, during a media tour in April of Starbucks in Seattle.
Starbucks recognizes that its brand occupies a unique position, but that positioning is not something the brand is entitled to, Schultz says. The company is testing concept stores with various platforms that fit in with its Shared Planet pledge that each new store built in 2010 will be Leadership in Energy and Environmental Design (LEED) certified, says Lara Wyss, Starbucks’ director of global consumer public relations.