International
Starbucks New CEO is Doing Away With Deals, Discounts
UNITED STATES – Starbucks is shifting its strategy after two quarters of disappointing sales, aiming to return to its premium brand status.
UNITED STATES – Starbucks is shifting its strategy after two quarters of disappointing sales, aiming to return to its premium brand status.
New CEO Brian Niccol, formerly of Chipotle, is scaling back on promotional offers like buy-one-get-one discounts, which were introduced to boost spending amid inflation, according to the Wall Street Journal.
Niccol emphasized the need to refocus on Starbucks’ roots as a community coffee house.
Additional changes could include updates to store interiors and seating, though there are no reported changes to seasonal menus.
Starbucks has not commented on the adjustments.
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