Starbucks CEO Brian Niccol explains what he's gotten wrong in his first year
1. CEO Brian Niccol acknowledges communication mistakes in Starbucks' turnaround plan. 2. Starbucks faces sixth consecutive quarter of declining sales amid restructuring efforts. 3. The ‘Back to Starbucks’ initiative includes significant policy overhauls and layoffs. 4. Recent marketing efforts target Gen Z with new product offerings and campaigns. 5. Investor confidence falters, with stock down 13% since Niccol's appointment.