Brian Niccol, appointed CEO of Starbucks in September last year, faces substantial hurdles as the company struggles with declining sales reported in the recent quarterly earnings. Despite a lucrative pay package amounting to $96 million—largely stemming from his previous role at Chipotle—his effectiveness at Starbucks remains unmeasured. The company's financial results show concerning declines: a 7% drop in comparable store sales and 3% decrease in revenue. Niccol aims to reshape Starbucks' brand through a 'Back to Starbucks' plan, emphasizing better customer service and a community-focused approach.
Starbucks CEO Brian Niccol's initial challenges include turning around declining sales as he embarks on a strategy to revitalize the company's brand and operations.
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