Reported about 4 hours ago
Starbucks is scaling back on discounts and promotions as part of new CEO Brian Niccol's strategy to position the brand as a premium coffee chain. The company plans to reduce promotional offers through its mobile app and avoid broad discounts during the holiday season, instead focusing on advertising seasonal drinks. This shift comes as Starbucks aims to enhance the in-store experience and return to its roots as a community coffeehouse, amidst declining sales and a shift in customer demographics.
Source: YAHOO