What happened to Starbucks in 2007? Why did Starbucks suffer from opening new stores? By 2007, Starbucks had become a bastion of coffeehouse culture, but it wasn’t performing as well as former CEO Howard Schultz thought it should. In his book Onward, Schultz discusses how Starbucks rose to the top but fell to the bottom during the 2007-2008 financial crisis. Keep reading to learn about the rise and fall of Starbucks.
Starbucks in 2007: How the Franchise Fell From the Top
