Ian Cranna says listening to customers is key. “It’s crucial to remain fresh, innovative and relevant. If a brand doesn’t do this, it won’t retain customer loyalty,” he adds. He joined Starbucks in 2004 after retail roles including for Habitat and BHS. Cranna moved to Starbucks’ Seattle head office in 2008, where he became the company’s food director, before returning to the UK.
Best advice: "Surround yourself with the best people you can find. For me, this is especially true in our discipline, as great ideas are rarely born great, they evolve and are nurtured by multiple people adding small pieces at a time, which makes the people the most important ingredient."