Starbucks store closures under Howard Schultz (2008)
As the financial crisis deepened, Starbucks announced it would close about 600 underperforming US stores. CEO Howard Schultz, who returned in January 2008, called the closures a way to fix a footprint that had grown too fast.
Starbucks shuttered the stores through 2008-2009 and took restructuring charges, but traffic recovered as the economy stabilized.
The pruning is credited with refocusing Starbucks on store experience and the 'Third Place' concept, a strategy Schultz reprised in later years.
Today's 250-store closure program under Brian Niccol applies the same playbook: cut weak locations, protect the brand, reinvest in the rest.
