Starbucks Plans Revival Strategy as Customer Visits Decline and Sales Struggle

Facing declining customer visits, Starbucks is set to embark on a restorative journey to reclaim its identity and enhance the overall experience. During the company’s fourth-quarter and full-year earnings call Wednesday (Oct. 30), CEO Brian Niccol outlined a plan to refocus the company on its core identity. Dubbed “Back to Starbucks,” the initiative seeks to elevate the customer experience by prioritizing coffee quality and ensuring baristas have the support they need to deliver exceptional service. Niccol ...