Translation from his hippie talk-—
We are going to have to abandon many of our “urban” stores that we still have to pay leases on. We will have to close a few hundred other unprofitable stores
Dunking Doughnuts has stolen much of our coffee business. Though we still dominate in Pumpkin lattes.
Starbucks is a stylish fad. When the luster of the style fades, the overexpansion excesses kick in to erode profitability.
The result is that Starbucks must compete on the ordinary business principles of a better product than the competition.
Also he’s getting away from unions.
It also sounds like Starbuck’s Seattle cool vibe is over.