- Improving the current state of the U.S. business: by giving our store partners better training and tools, launching new products—some of which will have an impact as significant as Frappuccino® products and the Starbucks Card—and introducing new concepts in store design, among other enhancements to the Starbucks Experience.
- Reigniting our emotional attachment with our customers by restoring the connection our customers have with you, our coffee, our brand, and our stores.
- Building for the long term, which has two distinct pieces: realigning Starbucks organization and streamlining the management of the organization to better support customer-focused initiatives by ensuring our support and planning functions—from back-end IT systems to store operations—are most effectively dedicated to the customer experience. This will help us to make smarter decisions about new products and initiatives and bring them to market more quickly than ever in our past.
- Expanding our presence around the world, by building a profitable business outside the U.S., and capitalizing on the enormous, untapped potential for our brand.
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