Starbucks shifts focus from discounts to premium coffee experience under new CEO.
Starbucks, under new CEO Brian Niccol, is shifting away from discounts and promotions to focus on its premium coffee brand. This strategy aims to enhance in-store experiences and improve customer service amid challenges like falling sales and high prices. Instead of broad holiday discounts, the company will promote seasonal drinks through advertising. Niccol's leadership reflects a response to customer complaints and a desire to attract more patrons by emphasizing quality.
October 14, 2024
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