It’s 2023 and Howard Schultz’s hand-picked successor as CEO is facing trouble. While employees are voting to unionize, competitors are targeting Starbucks’ perceived weaknesses. Dunkin’ and others are beating Starbucks on price, while McDonald’s hopes to beat Starbucks on speed of service. Starbucks’ bottom-line breaks under that pressure. When it does, Schultz turns against his successor, leading Starbucks’ board to search for yet another leader. The new boss has a new plan, but it sounds old: Turn Starbucks back into the kind of community coffeehouse that Howard Schultz originally built.
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