Starbucks is addressing the demand for non-dairy milk by eliminating the additional charge, allowing customers to order their favorite drinks without extra cost.
New CEO Brian Niccol emphasized that the substitution for non-dairy milk has become a key preference, second only to extra shots of espresso.
Facing a decrease in sales, Niccol's strategy might involve shifting the company image to prioritize customer experience, moving away from a strictly transactional model.
The company's 'Back to Starbucks' plan seeks to enhance the in-store atmosphere, focusing on quality beverages while mitigating reliance on high-margin items.
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