Starbucks CEO Brian Niccol is focused on improving the company's lagging sales through various initiatives including changes to dress codes and menu offerings. The introduction of performance-based stock grants, valued at $6 million, aims to incentivize executives to achieve these sales goals. The stock grants are set to vest after the 2027 fiscal year. The plan, referred to as 'Back to Starbucks,' also involves hiring an additional 3,000 baristas and reducing operating expenses to enhance the in-store customer experience, following a decline in same-store sales.
Starbucks CEO Brian Niccol is implementing a range of strategies to improve sales, including introducing performance-based stock grants worth $6 million to executives.
To support the 'Back to Starbucks' initiative, Niccol is hiring 3,000 baristas and aiming to reduce operating expenses while enhancing the in-store customer experience.
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