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Starbucks turns to celebrity CEO as it struggles to define itself for era of mobile orders

By Economic Times - 3 months ago
Starbucks is undergoing a transformation under new CEO Brian Niccol, known for his success at Chipotle. The coffee giant aims to address operational chaos and declining sales by streamlining its menu and improving service times. Niccol's leadership will focus on understanding core customers and simplifying the complex beverage options.

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