Starbucks scales back discounts as new CEO seeks turnaround

Published On Oct 14, 2024, 4:43 PM

Starbucks' new CEO, Brian Niccol, is implementing a strategic overhaul focused on reducing discounts to improve sales and the company's stock price. Since taking over, Niccol has directed a significant reduction in discounts that were previously a method to attract customers amidst inflation. Going forward, Starbucks plans to focus on enhancing in-store customer experience by making the atmosphere more inviting and improving service efficiency. Niccol's strategy also emphasizes better career opportunities for employees, ensuring they have adequate tools and time to service customers. His initial efforts will focus on revitalizing the U.S. market before expanding to other areas.