After six consecutive quarters of declining sales, Starbucks CEO Brian Niccol said on July 29 that price increases at the Seattle-based coffee giant would be a last resort.
Niccol, the former Chipotle chief executive who became CEO of Starbucks in September 2024, vowed in January to turn the global coffeehouse chain around under his “Back to Starbucks” initiative.
The plan aims to bolster sales by enhancing the in-store experience, returning the condiment bar, writing on cups, and re-introducing a simplified menu and a revised code of conduct.
Speaking during an earnings call, Niccol stated that Starbucks has made progress this quarter and is ahead of expectations….