Onward (68 page)

Mazagran carbonated coffee drink,
239
–
40

McCain, John,
209
,
214

McCartney, Paul,
103
,
129

McCormick, Pete,
222

McCutchen, Matt,
222

McDermet, Jim (partner),
185
,
186

McDonald's,
62
–
63
,
85
,
146
,
212
,
232
,
277

McPherson, Christina (partner),
289

Media reactions to events.
See also
Press statements

doubts about Starbucks’ future,
102

leaked memo of February, 2007,
27
,
29
–
31

news about VIA,
258

return as ceo,
70
–
71

stores closing down,
158
–
59

stores closing for training,
4
,
6

third-quarter earnings, 2009,
301
,
303

VIA introduction,
259
–
60

Melville, Herman,
11

Memos

“The Commoditization of the Starbucks Experience” (February, 2007),
9
,
23
–
32
,
44

to Il Giornale employees,
10
–
11

on store closings, to partners,
157
–
58

Transformation Agenda Communications,
100
–
1

“The Transformation of Starbucks” (January, 2008),
61

Mercantile stores,
278
–
80
,
322
–
23

Merrill Lynch and Company,
184

Mission Statement,
111
–
15
partners’ signing of*

Moby Dick
,
11

Moratti, Angelo,
271
–
73

Mordos, Jeff,
211
–
12

Morgan, Todd,
222

Motley Fool,
159
,
258

Mukamwiza, Immaculate,
292
,
323

Muller, Liz (partner),
277

Music business.
See
Entertainment

MyStarbucksIdea.com
,
135
,
142
,
166
,
231
,
265
,
320

My Starbucks Rewards program.
See
Rewards program

N

Nasdaq,
50

Nelson, Brad, (partner) 214,
216

New Orleans, Louisiana.*
See also
Leadership conference, New Orleans, October 2008 193–96,*
198
–
200
,
206
,
324

New York Times

on fall of financial institutions,
184

as Starbucks Digital Network content,
321

on VIA,
259

Nickelodeon,
321

Nocera, Joe,
259

Nordstrom,
89

Nosler, Zander,
91
–
95
,
135

O

Obama, Barack,
209
,
263
,
266

O'Brien, Linda (partner),
293

Ogawa, Chihiro (partner),
116
–
17

Olive Way store, Seattle,*
323

Olsen, Dave (partner),
10
,
112
,
242

O'Neil, Valerie (partner),
27
,
62
,
195

Onward

connotation of,
179

first use in Il Giornale memo,
11

use in Transformation Agenda Communications memos,
101

on volunteers’ clothing in New Orleans,
200

Open forum

about layoffs,
170
–
72
,
176

described,
99

reinstatement of,
99

in Shenzhen, China,
303
–
5

after store closings announcement,
158

P

Packard, Ben (partner),
119
,
125

Palace Ballroom, Seattle.
See
Brainstorming retreat Palin, Sarah,
209
,
214

Palmer, David,
63
–
66
,
90

Paris, France

Disney Village store,
276

opening of first store in,*
17

Partners

announcement of return as ceo to,
58
–
61

author's personal calls to,
99

author's sense of responsibility to,
15

Braille menu created by,
116
–
17

concerns about growth,
22

delivering on the unexpected by,
40

diversity among,
148

emotional connections fostered in,
117
–
18

Espresso Excellence Training for,*
3
–
7
,
78
,
104

galleries at leadership conference, October 2008,
198

generosity of spirit in,
116
–
17

health-care benefits for,
13

kidney donation by,
117

lack of training and inspiration for,
77

layoffs for non-store positions,
170
–
72
,
174

layoffs with store closings,
154

Lean implementation by,
281
,
282
–
84

memo on store closings to,
157
–
58

regarding mission statement,
113
–
14

number in 2008,
131

personal nature of their job,
201

reactions to memo of February, 2007,
28
–
29

stock option benefits for,
13
,
17

volunteer service by,
323
–
24

volunteers in New Orleans, 2008,*
196
,
198
–
200

Peterson, Peter G.,
184

Pfeiffer, Tim (partner),
278

Pike Place Market store, Seattle,*
44
,
55
–
57
,
86
,
110

Pike Place Roast*

author's first taste of,
81
–
82

beans ground in store for,
86
–
87
,
135

code named Consistent Brew,
85

development of,
85
–
86

launch of,
142
–
44

origin of name,
86

positioning of,
86
–
87

presentation at annual shareholders’ meeting, 2008,
135

second-quarter sales, 2008,
146

success of,
319

as symbol of transformation,
87

Plan B for cost management,
218
–
19
,
223
,
286

Point of sale (POS) system,
150
–
51
,
325

Postconsumer recycled fiber use,
118
–
19

Prentice, Arnie,
129

Press releases

on Espresso Excellence Training,
78

on return as ceo,
61

on store closings, July 2008,
157

(PRODUCT) RED,
203
,
266
,
295

Project Greenstorm,
125
–
27

R

Recession.
See also
Closing of stores, July 2008

declining sales related to,
88
–
89
,
146

fall of financial institutions, September 2008,
183
–
84

layoffs related to,
154
,
170
–
72
,
174

new realities uncovered by,
223

overseas expansion slowed by,
218

status in February 2009,
263

(RED)

partnership with,
203
,
205
,
266

(RED) Friday in stores,
294
–
95

Respect

earned by social responsibility,
18
–
19

as touchstone of Starbucks,
4
–
5

Retirement plans, matching of funds made discretionary, 2008,
300

Return as ceo,
42
–
52
,
55
–
68

announcement to partners,
58
–
63

announcement to senior leaders,
57
–
58

author's readiness for,
52

commitment to innovation and reinvention,
56

conference call to shareholders and analysts,
63
–
66

Kekst and Company consultation,
42
–
45

media reaction to,
70
–
71

overall objective for the transition,
51

partner e-mail supporting,
67
–
68

stock price jump after,
70

Revenue.
See
Financial reports; Same-store sales data (comps)

Rewards program

presentation at annual shareholders’

meeting, 2008,
133
–
34

relaunch of, June 2008,
165

relevance during recession,
263

Rewards Card benefits,
134

Starbucks Gold Card,
232
–
33
,
263
,
320

successful relaunch of,
232
–
33

success of,
320

value delivered by,
232
–
33