Audio – Re-establishing Starbucks’ cool

March 17, 2008

goldin.jpgIt’s been some time since Starbucks was considered cool.

There was a time, to be sure, when the coffee retailer’s cool, new shops were actually cool and new. It was Seattle — and all things Northwest — were hot. Coffee was being consumed by the gallon. Nirvana and Pearl Jam were just building their angst-ridden, flannel-clad fan bases.

But now, a lot of that has changed and Bob Goldin, executive vice president at food industry consultant Technomic Inc, said at the Reuters Food Summit that the company needs to get some of that cool back in order to right its ship.

But all the news isn’t bad for Starbucks, Goldin said. He said that a lot of the problems that Starbucks faces can be managed, and he thought that new Chief Executive Howard Schultz had a handle on what needed to be done.

Goldin was one of the featured speakers on the first day of the summit, which runs through Thursday in our Chicago offices.

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