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Back to Starbucks: What Happened to Brian Niccol's Plan to Rescue the Brand?
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CORTESY: STARBUCKS When Brian Niccol took over the Starbucks management in August 2024, after leading Taco Bell, he did so in the midst of a prolonged sales crisis and an adverse operating environment. With this, he launched a repositioning strategy called “Back to Starbucks”, focused on returning to the essentials of the brand: efficiency, agility in service, a simplified offer and a more cost-effective structure. ALSO READS. This is the new St…
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