To recapture what once made it special and turn around sagging sales Starbucks is turning to Brian Niccol, an experienced marketer who previously led Taco Bell and Chipotle.
To Howard Schultz, the chaos he observed at a Starbucks in Chicago one recent morning summed up the troubles of the company he long led as chairman and CEO.
Fifty-three years after its founding, the Seattle coffee giant is unhappy with what it's become and trying to figure out how to meet customers' changing needs without losing its coffeehouse roots.
The story "Starbucks appoints Brian Niccol as CEO after struggles with mobile orders" has 1125 words across 62 sentences, which will take approximately 5 - 10 minutes for the average person to read.
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