What Went Wrong with Starbucks?

One of the biggest CEO moves in recent restaurant memory (maybe ever) brought Chipotle executive Brian Niccol over to Starbucks in mid-August. It was an announcement that soared the java chain’s stock and re-injected optimism into the brand, which has struggled with negative traffic in back-to-back quarters. But the truth is, this is a tale for Starbucks that goes back much further. Where did its marketing lose traction? Can it win back guests and hold off competitors? Brett Townsend, SVP of ...