Starbucks has shaken up its management structure as part of a new long-term strategy, which will see it increasingly focus on retail.
The coffee giant has created a new unit called Siren Retail, which will be responsible for its Teavana, Roastery, Reserve, and Princi store concepts. Cliff Burrows, head of Starbucks Americas, will head the unit.
CEO Howard Schulz unveiled the changes through a letter to employees, in which he wrote: “Going forward, I will intensify my focus on our overall long-term strategy and innovation”. Schulz added that Starbucks will focus on its premium formats, and will look to open such outlets in “iconic cities”.
As part of the changes, John Culver – Group President for Starbucks China and Asia-Pacific, channel development and emerging brands – will become Group President for Global Retail. He will be reported to by the senior leaders overseeing the EMEA and CAP regions, as well as the Americas company-operated and licensed stores. Additionally, Adam Brotman (Chief Digital Officer) will assume a new operational role in which he will apply “his innovative acumen to supercharge the integration of digital technology into our stores worldwide”.