Quite frankly speaking… I feel like the nightmare for Starbucks has played out before. Underinvesting in its people, overemphasis on machinery, and a focus on maximizing short-term profits at the expense of long-term wellbeing of the company. Which erodes Starbucks' positioning as the third place. In 2008, they brought back Superman Schultz to turn the Green Mermaid around. And the turnaround was magnificent. This time round, they’re bringing back No-nonsense Niccol to right the ship. In this report, I’m going to talk about what broke, what CEO Brian Niccol set out to do when he took ove...
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