Because: after Howell dropped out of Yale in 1967 (“the whole world was exploding at that point”) and met his future wife, Laurie, and moved to Berkeley and visited the first Peet’s Coffee, changing his conception of coffee shops forever; and after he then tasted a cup of lighter-roasted coffee made by the Bay Area Capricorn Coffees, which changed his conception of coffee further still; but before he moved to Boston and started his café company, the Coffee Connection, where he invented the Frappuccino and pushed light roasts and sourced single-origin beans when the whole world was drinking anonymous dark-roasted muck; and before he sold the whole kit and caboodle to Starbucks for $23 million in SBUX stock in ’94; and before ... He was, at the time, mostly preoccupied with the beauty and power of the psychedelic yarn paintings that the Huichol made as a part of their shamanic religious practices in those remote Mexican mountains. ... mostly they talk about his pragmatically mystical conviction that a higher truth of coffee exists, and that we can figure out how to get to it. ... These are boom times for fancy coffee. You can buy locally roasted bags of expensive Ethiopian varietals in small American towns, and every major city with a recently gentrified neighborhood is now home to at least one coffee bar serving pour-over made with single-origin beans and a small roaster setting up shop in a industrial brown zone near a canal.
Handing over control of a company is always tricky—Schultz, 63, officially relinquished the CEO job on April 3—and doubly so when it involves a charismatic, longtime leader who all but founded the company. ... In Schultz’s case, how does a notorious perfectionist who craves total control apply his perfectionism to the act of ceding control? That challenge is all the more fraught because his most notorious professional failure by far was his last attempt to leave as CEO, in 2000, a slow-boiling disaster that eventually concluded with his triumphant return. ... Beyond covering the planet with coffee bars, Starbucks has two main growth initiatives, which Johnson calls the “most critical things for the future of the company.” Johnson will be in charge of one of them: the continuing development of Starbucks’ digital and mobile operations. ... second key area will fall to Schultz. As executive chairman, he’s leading Starbucks’ push to develop a higher-end brand and “experiential destinations” to entice people who have abandoned malls to stop by a store. That strategy involves a three-pronged attack consisting of (1) the Roastery, a handful of massive, ultraluxurious coffee palaces inspired in part by Charlie and the Chocolate Factory; (2) a new brand of rare and single-origin coffee beans called Reserve; and (3) a second line of boutiques—a notch above a regular Starbucks but not quite as over the top as the Roastery—also called Reserve.