Reported 1 day ago
Starbucks CEO Brian Niccol must tackle the issue of consumer perception regarding high coffee prices to achieve meaningful sales growth in North America. Recent data shows Starbucks products are often priced higher than competitors, leading to a decline in same-store sales and operating margins. Despite initiatives to enhance customer experience and streamline mobile ordering, the road to recovery appears challenging, and Niccol acknowledges the need for strategic pricing adjustments to improve the brand's value perception.
Source: YAHOO