Customers are turning away from the coffee giant, and its new chief executive, Brian Niccol, has to figure out how to get them back.
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In an open letter on the Seattle coffee giant’s website, new chairman and CEO Brian Niccol said Starbucks is a beloved brand but that he found during conversations with employees and customers over the past few weeks a “shared sense that we have drifted from our core.”
Customers are turning away from the coffee giant, and its new chief executive, Brian Niccol, has to figure out how to get them back.
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