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Fortune
Fortune
Eleanor Pringle

Starbucks new CEO says betting on mobile, drive through orders was a mistake

Starbucks CEO Brian Niccol. (Credit: Courtesy of Starbucks)
  • Starbucks’ “mosh pit” problem at the barista counter has been a priority for new CEO Brian Niccol to fix quickly. He said the coffee giant had bet too hard on mobile and drive-thru orders when it should have focused on customer experience.

Brian Niccol was parachuted in to turn around Starbucks in September last year and isn’t keeping the problems he’s inherited to himself.

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