Starbucks CEO Brian Niccol Unveils Plan to Reverse Sales Decline

Facing falling sales and profits, Starbucks' new CEO aims to simplify the menu and adjust pricing to win back customers.

Starbucks reported a 7% drop in global same-store sales for the third consecutive quarter, with significant declines in the US and China.
Brian Niccol, who became CEO in September, plans to simplify Starbucks' complex menu and fix pricing to improve customer experience.
The company has suspended its financial guidance for fiscal 2025 to reassess strategies and stabilize its business amid ongoing challenges.
Starbucks shares initially fell over 4% following the preliminary results but have since shown some recovery.
Niccol's turnaround strategy also includes addressing staffing issues and enhancing the barista experience to improve service quality.