Brian Niccol has heralded the progress of his Back to Starbucks strategy in North America and reported significant progress in the coffee chain’s key China growth market
Starbucks CEO Brian Niccol has highlighted improved third quarter earnings as a signal that his Back to Starbucks strategy is moving the dial in the US. However, the coffee chain still has work to do to address sustained like-for-like sales decline in its home market.
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