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About Me

An alumnus of Bucknell University and the University of Pennsylvania, John B. Richards earned a BA in history and sociology, and then an MBA at the Wharton School of Business. From 1976 to 1981, John B. Richards served as an engagement manager for McKinsey and Company where he worked across the United States for prominent brands such as Heinz, Conrail, Bankers Trust, and RJ Reynolds.

In 1981, John B. Richards moved to San Francisco to work as vice president of Royal Viking Cruise Line. Over his five-year tenure, he doubled profits and increased load factors by 35 percent. Leaving the firm in 1986, he acted initially as chief marketing and planning officer,and later as Executive Vice President of Four Seasons Hotels (NYSE FS) . Between 1987 and 1997, he led the firm’s expansion into European and Asian markets, helping the company achieve $2.5 billion in revenues under management. Subsequently, he directed operations for Starbucks ( NASDAQ SBUX) as President of retail and then President of operations for North America. There, Mr. Richards oversaw 2,500 store openings in 2 ½ years and increased retail revenue from $400 million to $2.5 billion.

From 2001 to 2006, John Richards led as President and CEO of Elizabeth Arden Red Door Spa Holdings, where he supervised business strategy and increased sales by $33 million. He joined the New England Consulting Group in 2006, and, currently, serves the firm as managing director. In this position, Mr. Richards leverages expertise built over five decades, providing advice to a range of multi-million and multi-billion dollar service industry firms.

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Loyalty Programs As a Way of Activating Existing Customers