On April 4, an open forum was held in which Howard Schultz, founder and new CEO of Starbucks, showed his intentions for the company to enter the non-fungible token industry, also known as NFTs.
He spoke to an audience of approximately 15,000 associates. And with them, he shared his vision for the future he wants to implement for one of the world’s most popular companies.
After serving two previous terms as CEO, Schultz is returning for a third time to try to stabilize the company in the midst of internal turmoil as employees in several U.S. states demand labor improvements.
After serving two previous terms as CEO, Schultz returns for a third time to try to stabilize the company in the midst of internal turmoil as employees in several U.S. states demand job improvements.
Trying to solve the situation, the founder plans to spend more time with employees to make the company more transparent. In addition, he surprised many of his employees by announcing that Starbucks will soon participate in the NFT business by launching its own NFT.
It was during this same open forum that Schultz pointed out that a very important part of the company’s future is to integrate strongly into the digital universe. In a context where NFTs have increased their attractiveness and impact in different industries, Starbucks plans to launch its own digital asset by the end of 2022.
The CEO is convinced that, by starting to participate in this sector, the company could reshape the vision of its clientele, as well as the work experience. And thanks to these digital developments, Starbucks could remain at the forefront by proposing a new dynamic of coexistence and interaction between people and the coffee chain.