Starbucks CEO Brian Niccol says price changes are a last resort in coffee chain turnaround — but they are 'absolutely' coming

Price changes are the last resort for Starbucks' CEO, Brian Niccol, he said on Tuesday's Q3 earnings call, but he won't rule them out as part of his revitalization efforts of the coffee giant. A quick-service restaurant veteran, Niccol has led successful revitalization campaigns at Taco Bell and Chipotle. His "Back to Starbucks" campaign is proceeding ahead of schedule, the CEO told investors on Tuesday. "While our financial results don't yet reflect all the progress we've made, the signs are clear — we're ...