Starbucks CEO Admits Major Misstep as Company Unveils Big Fix

Starbucks CEO Brian Niccol is owning up to a key mistake, and he’s got a bold plan to fix it. 

Speaking with Axios this week, Niccol admitted the chain’s decision to reduce in-store seating during the pandemic recovery era was a misfire. He called it a move that "got us off our game."

The problem, he says, came down to losing focus on Starbucks' true purpose: creating community.

"We had this strategy that I think was just a misfire of a purpose-driven store," Niccol said at the...