Starbucks' CEO vows to disrupt coffee industry

Starbucks CEO: Trying to cannibalize ourselves

Though Starbucks shares fell on Friday a day after the coffee retailer reported quarterly revenue that disappointed Wall Street, CEO Howard Schultz downplayed the concerns, calling it the company's best quarter ever, and vowed to "disrupt the coffee industry."

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"We have never had a better year or a better fourth quarter than we announced yesterday," Schultz said on "Squawk on the Street." "In addition to that, we had 280 basis points of improvement in operating margin."

Still, Schultz acknowledged some investors were disappointed by the company's comp number. However, he noted Starbucks had earlier provided guidance that comps would, in fact, be in the mid-single digits.

Schultz also clarified the company's "lightness on traffic," noting traffic actually climbed by 1 percent.

"We are never satisfied. Our entire premise as a company is constantly trying to overachieve and cannibalize ourselves," Schultz said.

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Looking forward, Schultz hopes to "disrupt the coffee industry" through mobile, order, pay and delivery. He plans to triple its China business and double its Japan business, too.