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The Guardian - UK
The Guardian - UK
Business
Joanna Partridge

New Starbucks boss to shake up ‘overly complex’ menu to win back customers

Starbucks Brian Niccol United States
Starbucks logo on cups in Krakow, Poland
Customers have turned their backs on Starbucks’ pricey drinks as they rein in their spending. Photograph: Beata Zawrzel/NurPhoto/Rex/Shutterstock

The new boss of Starbucks has pledged to shake up its “overly complex menu” in an effort to turn around the struggling coffee chain.

Brian Niccol, who joined the company as chief executive in September, said Starbucks needed to “fundamentally change” its strategy in order to win back customers.

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