Starbucks takes long-term approach in turnaround strategy

01/31/2008 | Advertising Age (tiered subscription model)

Starbucks' testing of $1 cups of coffee is not to compete with McDonald's, says the coffee giant's CEO, Howard Schultz. Replacing hot breakfast sandwiches with a healthier option, closing 100 underperforming stores and discontinuing same-store sales reports are among the company's strategies for a turnaround.

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