Former Starbucks CEO Howard Schultz says Brian Niccol's back-to-basics plan will fix slumping sales at the coffee giant

09/11/2024, 7:42 PM
businessinsider.com

Former Starbucks CEO Howard Schultz says Brian Niccol's back-to-basics plan will fix slumping sales at the coffee giant

Starbucks/Steven Ferdman via Getty Images

Brian Niccol knew when he took over in September as the new CEO of Starbucks that the company was facing slumping sales, decreased traffic, and something of an identity crisis.

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