Starbucks has been reimagining itself recently, even closing an iconic Dallas store (the first in Texas) in 2023. We can’t help but wonder if this is to compensate for the commercial failure of the Oleato line: former CEO Howard Schultz came up with the idea, thinking olive oil in coffee would be transformational, but it actually gave us stomach aches.
A new CEO, Brian Niccol, is at the helm of the company now and is making big changes. Stores and baristas are now encouraged to create more inviting spaces and engage in conversations with customers. This marks a shift from the previous grab-and-go model adopted by the company.. More doodles. Less eye rolling.
After six consecutive quarters of declining sales, Niccol set out to turn things around by reviewing its locations…