Starbucks' organisational changes signal renewed focus on retail

Starbucks has made a series of organisational changes in a bid to begin its next phase of growth and development and maximise the brand’s social impact. Howard Schultz, Starbucks chairman and CEO, in a press statement said the changes focus on its retail offering called the Roastery, touted to be a “coffee shrine” for the Starbucks brand.Cliff Burrows, group president, US and Americas will oversee the global expansion of the Roastery and the development of Starbucks Reserves stores. In addition, Burrows will head up a new retail group called Siren Retail. He will be responsible for building the Princi organisation and growing the Teavana business globally.14-year Starbucks partner, John Culver, group president, Starbucks Coffee China/Asia Pacific, channel development and emerging brands, will assume the role of group president of Starbucks Global Retail and be responsible for Starbucks retail sales around the world.Adam Brotman, executive vice president, chief digital officer, will also assume a new operational role to aid in the integration of digital technology into Starbucks stores worldwide. The organisational changes are effective 1 September 2016.Earlier this year, the brand said it would be opening up over a thousand stores this year in a bid to win over Chinese consumers and have over 3000 coffee shops in China by 2019.China is Starbucks' second largest and fastest growing market globally.