Howard Schultz — The decisions behind Starbucks

Starbucks looks like the story of one man with one idea. In reality Howard Schultz started as an employee of a small coffee business in Seattle, had to fight for a trial, struggled to raise capital for a business of his own and eventually bought his former employer. Decades later he came back as CEO two more times to steer the company back on course.

In this FOREFACT founder story you discover how Schultz joined Starbucks in 1982, how the espresso bars of Milan led to Il Giornale, and how that company bought Starbucks in 1987 for $3.8 million. You read why health cover for part-time staff and stock options for employees were strategic choices, and what the 1992 stock market listing did and didn’t deliver. The setbacks are covered too: hundreds of closures and thousands of jobs cut after 2008, a union dispute that since 2021 has produced some partial agreements but no first collective agreement yet, and a series of CEO changes up to the arrival of Brian Niccol in 2024. The story runs up to and including the annual results of October 2026.

From story to practice

At six decision points you think it through yourself first. Then come six Decision Labs with theory, a fictional worked example, a decision rule and a setback: on measuring a trial, raising capital, financing an acquisition, costing staff benefits, assessing locations and costing a wage demand.

What do you get?

• 43 pages with the full founder story.

• Eight chronological chapters on how Starbucks developed.

• Six Decision Labs with business theory and fictional worked examples.

• Twelve digitally fillable worksheet pages with 24 fields in total and answer checks.

• A six-week Reality Test to apply the lessons yourself.

• A historical timeline and a box on what’s different in the Netherlands.

• 35 source references for further reading and verification.

Who is this guide for?

For entrepreneurs starting out or growing in hospitality and retail, for anyone hiring staff or considering a second location, and for readers who want a level-headed look at how Starbucks became big, including the choices that hurt.

You don’t just read how Starbucks grew. You examine which decisions, risks and lessons you can apply yourself.

Digital product · 43 pages · PDF · Available immediately after purchase

This publication was developed independently by FOREFACT and is not affiliated with, sponsored by or endorsed by Howard Schultz, Starbucks or any affiliated companies.