Starbucks CEO Brian Niccol says price changes are a last resort in coffee chain turnaround — but they are 'absolutely' coming
1. Starbucks reports its sixth consecutive quarter of declining sales. 2. CEO emphasizes price changes are a last resort for sales revival. 3. The 'Back to Starbucks' campaign aims to improve customer connection. 4. Global comparable store sales down 2%, but revenue increased by 4%. 5. Starbucks stock rose 3.5% in after-hours trading post-earnings call.