Executive Communication Starbucks CEO resigning, shifting focus to more upscale outlets Howard Schultz, who will pass the baton to COO Kevin Johnson, plans to develop its premium-coffee stores. Despite an upbeat call to investors, shares tumbled. By Beki Winchel@bekiwekiDec. 2, 2016 SHARE To read the full story, log in. Become a Ragan Insider member to read this article and all other archived content. Sign up today Already a member? Log in here. Learn more about Ragan Insider.