I just got back from a week out of the country. Somewhere far, far away from a Starbucks. And boy, did I miss those venti iced teas in a place where the temperature and humidity were sweltering. When I landed at LAX and saw a Starbucks in the terminal, I knew I was home again. And boy, were the lines long.
But Starbucks is apparently not what it seems. If you follow the business press, you would conclude that Starbucks is one of the more troubled companies in America. About a year ago, it stopped showing growth in same-store sales and profits after years of breakneck growth. Wall Street turned on Starbucks, and its visionary but impetuous founder Howard Schultz took back the reins. Stores were shuttered in places such as Albert Lea. Hot sandwiches were taken off menus because Schultz said you couldn’t smell the coffee; oatmeal is now a morning staple. But the numbers have not rebounded.
Remember Krispy Kreme, the cult donut that went national, started offering its product everywhere from gas stations to Target stores, and flamed out? Is that where Starbucks is headed?
Or consider an alternate analysis: What’s wrong with Starbucks is Wall Street. Walk into any Starbucks and what do you see? People who love the brand, its products, and vibe. Starbucks reinvented coffee and leisure breaks for a whole generation of Americans. Not everything it serves is great, but the ratio is pretty impressive. Where Starbucks went wrong was it believed that its product was for everyone and belonged everywhere.
And who drove it to that conclusion, like Krispy Kreme? That was Wall Street. It’s not enough to run a profitable but mature, slow-growth business anymore. If you want to trade on the Street, you need to be growing the top and bottom lines or your stock tumbles.
It’s a sick system that’s evolved because it pushes companies to grow beyond their natural constituencies and clientele, and over-leverage so to take short-term risk without regard to long-term stability. Product and customer-experience innovation takes a back seat to expansion. That’s why there was a Starbucks in Albert Lea and that’s why there were analysts suggesting the company needed to serve dinner at those underutilized stores.
So now Starbucks is retrenching. Trying to figure out what went wrong. Krispy Kreme commoditized its product, sapping it of consistency and excellence. Starbucks hasn’t gone there yet, but probably only because its founder remains in office, refusing to destroy its essence.
There’s little wrong with Starbucks to its customers and thousands of employees. That there is so much wrong with it in the eyes of Wall Street is just another piece of evidence of how screwed up America’s business culture is. When the only universally accepted measure of a company’s success is growth, inevitably recklessness and short-term thinking ensues. Let’s hope it doesn’t destroy one of the great retail success stories of our era.