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Starbucks launches "high-end experience" reforms. Can the new Global Strategy rescue the sales predicament?
Starbucks CEO Brian Niccol has introduced a series of reform measures aimed at enhancing the customer experience in stores and driving the company’s recovery from the post-pandemic sales difficulties. These reforms include offering ceramic cups to in-store customers, elegant beverage decorations, and adjusting the new policy that requires customers to purchase at least one commodity to use the store's facilities. These changes hope to convey the value of Starbucks beverages by enhancing the customer experience and strengthening brand loyalty. Although this move has caused some disagreement among employees, investors maintain confidence in Niccol's Global Strategy and look forward to him leading Starbucks out of its sales decline.
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