Howard Schultz is stepping down as chief executive of Starbucks Corp. to lead an effort at the company to build high-end coffee shops that will charge as much as $12 a cup, his next attempt to revolutionize the way Americans consume coffee.

Mr. Schultz, 63 years old, is handing over the CEO role to Chief Operating Officer Kevin Johnson, who served as a director of the company for seven years before joining its executive team two years ago. Mr. Schultz, who is credited with taking the company from small beginnings to an international...