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3 days agoHigher Prices, Stricter Rules: How Starbucks' Big Revamp Backfired - Tasting Table
In 2024, Brian Niccol took over as the CEO of Starbucks. With his arrival, he promised a big revamp, - dubbed "Back to Starbucks" - that emphasized the overall experience a person has from when they enter Starbucks to when they receive their order. Niccol's strategy is customer-centered, including initiatives like the return of a classic, in-store café feature and an the updated message-writing policy that requires baristas to write cutesy messages on the cups.
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