By the end of fiscal year (FY) 2010, Starbucks's painful, three-year transformation agenda was essentially complete. Starbucks began FY11 poised to focus on a new blueprint for growth described by CEO Howard Schultz: "Sourcing, roasting, and serving high-quality coffee will remain our core, but we are also pursuing sustainable, profitable growth with a more diversified, multichannel and multibrand business model."