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MONDAY, NOVEMBER 23, 2009
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Starbucks Rolls Out Customer-Focused Changes

Loyalty card, new machines headline plans to jolt coffee giant

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(Newser) – A customer-loyalty card, a new website and upgraded brewing machines highlighted changes in store at Starbucks, the Wall Street Journal reports, with CEO Howard Schultz using today's annual meeting to re-focus the firm on quality of customer experience. The card will offer rewards for regulars at the coffee giant, which aims for a social-networking flavor with its new internet presence.

The firm will also purchase the Seattle-based manufacturer of a specialty coffee machine that will allow it to sell higher-end brews. Schultz, who returned for a second stint amid efforts to boost tanking stock prices, apologized to shareholders: "I humbly recognize and share … your disappointment in how the company has performed,” he said. “I promise you, this will not stand."

Baristas participate in espresso training at Starbucks in New York, February 26, 2008.
Baristas participate in espresso training at Starbucks in New York, February 26, 2008.   (AP Photo)
Nearly 7,100 company-operated Starbucks stores across the US closed for special training in February; changes appear likely as the company's annual meeting opens today.
Nearly 7,100 company-operated Starbucks stores across the US closed for special training in February; changes appear likely as the company's annual meeting opens today.   (AP Photo)
Starbucks CEO Howard Schultz.
Starbucks CEO Howard Schultz.   (AP Photo/Elaine Thompson, file)
A Starbucks coffee shop begins to slow down early Tuesday evening just before closing it's doors for three-hour nationwide training sessions in February.
A Starbucks coffee shop begins to slow down early Tuesday evening just before closing it's doors for three-hour nationwide training sessions in February.   (AP Photo/Elaine Thompson)
Baristas participate in espresso training at Starbucks in New York, February 26, 2008.
Baristas participate in espresso training at Starbucks in New York, February 26, 2008.   (AP Photo)
Baristas participate in espresso training at Starbucks in New York, February 26, 2008.
Baristas participate in espresso training at Starbucks in New York, February 26, 2008.   (AP Photo)
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