Starbucks Looks for a Fresh Jolt

Howard Schultz is back at the helm of the company that turned coffee into an iconic brand. Will his magic work a second time?

John Keatley / Redux for TIME

The Starbucks executive team at the Starbucks coffeehouse at Starbucks Support Center, Seattle Washington.

I'm walking up to a starbucks with Howard Schultz when we spot a barista standing in the parking lot, passing 11 cups of coffee through a car window. "I've never seen that," says Schultz, who took over Starbucks in 1987 and transformed it from a six-shop seller of beans into a thread that runs through our social tapestry. He asks the barista what she's doing. She says the drive-through order was so large she decided to bring it out. Schultz waves to the driver to roll down her window--"Where are they going with 11 beverages?" he wants to know--but as he...

Want the full story?

Subscribe Now


Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!