SEATTLE - Starbucks Corp. fired CEO Jim Donald on Monday, handing the reins back to Chairman Howard Schultz as part of a major restructuring initiative aimed at pulling the company out of a downward slide.
The move, coupled with plans to close some U.S. stores and slow down opening new ones, comes as the world’s largest chain of coffee houses has seen its stock plummet 50 percent over the last year amid declining traffic in its domestic stores.
Starbucks wouldn’t say how many stores would close and declined to detail its revised growth plans until it reports fiscal first-quarter earnings on Jan. 30.
The company’s announcement after regular markets closed sent its shares up $1.65, or 9 percent, in after-hours trading. The shares had gained 27 cents to $18.38 in the regular session.
Starbucks said the leadership shuffle is part of a series of other initiatives include closing U.S. stores that aren’t performing well, introducing new products and store designs, and improving training for baristas.
The company said it plans to take some of the capital originally intended for U.S. store growth and use it to accelerate its international expansion.
Schultz, who served as CEO from 1987 to 2000, said he will plans to remain the company’s top executive “for the long term” and that his agenda will also include streamlining the company’s management.
Donald had been CEO since March 2005, when he was promoted from president of the company’s North American division to replace Orin Smith, who retired.
Starbucks has struggled in recent months as consumers have cut back on spending amid declining home values and higher fuel prices. Meanwhile, competitors like Dunkin’ Donuts and McDonald’s Corp. have cut into Starbucks’ customer base by launching their own lines of gourmet coffee.
The Wall Street Journal, citing internal McDonald’s documents, reported Monday that the world’s biggest fast food chain plans to add coffee bars with baristas serving cappuccinos and iced coffees at its nearly 14,000 locations.
Schultz acknowledged the competition has gotten fierce and said the company will focus on making changes that will differentiate Starbucks from its growing field of rivals.
But he argued competition, rising dairy prices and a faltering economy aren’t the company’s main problems.
He said Starbucks has spent the last several years “trying to invest ahead of the growth curve — in people, process, infrastructure, roasting plants, coffee buying,” and that focusing so heavily on that has taken attention away from the experience customers are having in its stores. “This is a problem that I think we’ve created, and as a result of that, that we can fix,” Schultz said.
Some analysts have questioned whether the company has saturated certain markets as it opens an average of six stores a day. Schultz brushed that theory aside, even while conceding it has grown too aggressively. “I think perhaps we stretched the real estate too far during this economic time, and we’re going to dial it back. But we’re not going to dial it back with the purpose of changing the growth trajectory of the company,” Schultz said.
In an infamous leaked memo last year, Schultz lamented that the company’s aggressive growth had led to “a watering down of the Starbucks experience.”
Yet Starbucks has stuck to its ambitious long-term goal of having 40,000 stores worldwide.