Founder Howard Schultz has been called to serve once again as CEO of Starbucks, reports Advertising Age.

Schultz returns as the coffeehouse chain faces its first real wave of slowing traffic. It also faces increased competition from McDonald's, which is adding stand-alone coffee bars to locations, and Dunkin' Donuts.

Schultz's first goal is to improve on the Starbucks experience, which has waned, reports Adrants (via Brandkeys). This may include the undoing of some moves made by Jim Donald, who succeeded him as CEO and is stepping down.

Schultz is also seeking ways to reward loyalty card holders.
Starbucks recently engaged in its first national TV campaign.