Starbucks is in a slump after a year of declining sales, boycotts and executive turnover. Now, the company has hired former Chipotle CEO Brian Niccol to turn the tide for the world’s largest coffee chain. So what led the chain of coffeehouses to this slump and how is the new CEO planning on turning it around?
WSJ’s restaurant reporter Heather Haddon sat down with Niccol to learn where he thinks Starbucks’s problems lie and how he plans to revamp mobile ordering on the app and store layout to bring customers back.
Chapters:
0:00 Starbucks’ problem
1:17 Mobile ordering
3:07 Coffeehouse vibe
5:08 The condiment bar
6:05 How Starbucks got here
7:00 Niccol’s outlook
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