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Fortune

Eleanor Pringle

Starbucks is banking on ‘mug hugs’ to get customers to hang around in store longer

Starbucks Brian Niccol

Starbucks CEO Brian Niccol (Credit: Robin Marchant—Getty Images)

Brian Niccol, the new CEO of Starbucks, has identified mugs as an integral part of his turnaround plan.

As Brian Niccol orchestrates the turnaround of Starbucks, one thing he wants to see is customers enjoying a “mug hug.”

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