Starbucks Reinvention: New Leadership and Green Store Expansion
Starbucks continues to shape its modern company structure as part of its Reinvention initiative, which focuses on scaling digital capabilities and elevating store experiences and product innovation.
The latest updates include new leadership moves, which take effect April 1, and ongoing sustainability progress in stores.
As a result, the company created the role of CEO of North America, putting Michael Conway at the helm. He’s been a Starbucks partner since 2013, previously serving as the company’s group president of international and channel development.
Additionally, Brady Brewer will have oversight on a global scale — tackling the Asia Pacific, EMEA, Japan, and LAC regions and international licensed partners — by taking on the role of CEO of Starbucks International. Brewer has a 20-plus year history with the company, having served across multiple global and regional roles, including SVP of Starbucks Asia Pacific, COO of Starbucks Japan, and EVP, chief marketing officer.
The company created another new role: EVP, chief merchant and product officer. Lyne Castonguay takes this one on, reporting to CEO Laxman Narasimhan and leading global product strategy to launch new products and growth platforms, along with overseeing the Global Channel Development and Siren Retail teams.
The company said it will also be looking to hire for another new role — global brand creative leader, reporting to Narasimhan.
Starbucks’ Store Strategy
As part of the Starbucks Reinvention model, the company plans to expand to 55,000 stores globally with the goal of certifying 10,000 Greener Stores by 2025.
Green features include high-efficiency appliances, low-emitting paint and sealants, and energy management systems, along with composting and food donation practices. According to Starbucks, these efforts will help advance its goal of reducing carbon emissions, water usage, and landfill waste by 50% by 2030
“We are making strong progress against our Triple Shot with Two Pumps Reinvention plan,” Narasimhan said in a statement. “To further accelerate progress, consistent with our ambitions, we are realigning the organization to balance clear geographical focus with investing in functional capabilities to scale around the world, generating productivity and reinvigorating our partner culture.”
