By Martin Shwenk Leade
Starbucks CEO Brian Niccol faces investor hesitancy despite his “Back to Starbucks” initiative, which includes menu simplification and increased staffing. While Niccol aims to revive the coffeehouse experience and boost sales, declining customer visits and a lack of financial targets have led to stock stagnation. Union criticism contrasts with support from former CEO Howard Schultz as Niccol navigates the turnaround.