Since Brian Niccol took over as the CEO of Starbucks last fall, he has made a slew of moves to start bringing customers back to the company's stores and reverse slumping sales. He has vowed to reduce wait times for service, and he simplified the shop's menu, while encouraging in-store customers to linger over ceramic mugs.
But the top reason customers say they’re going to Starbucks less often is its high prices, according to recent research from Deutsche Bank analysts. And controlling prices may have just gotten a lot more difficult for Niccol.
