Starbucks looks to hit reset button. Here's how its new CEO plans to renew the aging brand.
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Starbucks is looking to turn its business around by being less of a fast-food chain and more of a neighborhood coffee house.
Brian Niccol, the struggling company's new CEO, on Thursday shared his vision of Starbucks becoming "a welcoming coffee house where people gather and where we serve the finest coffee."
Talking to analysts for the first time since taking the job on September 9, Niccol laid out his plan to reverse a trend illustrated in the company's fiscal fourth-quarter results, which had same-store sales down 7%, the third straight such drop. For the full year, Starbucks said its revenue rose less than 1% to $36 billion.
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