For Starbucks ( SBUX) CEO Brian Niccol to achieve maximum greatness — which would boil down to a sustained turnaround in North America sales by later this year — he must improve consumer perception ...
He also wants to restore some of the warmth lost as Starbucks focused on app-based business and removed comfortable chairs to streamline operations. Among the other changes due on Monday will be the ...
“There is a need,” Sara Trilling, the president of Starbucks North America, wrote in a letter to store managers, “to reset expectations for how our spaces should be used, and who uses them.