Starbucks CEO Brian Niccol's first year: Why Wall Street isn't convinced over the coffee giant's brewing turnaround

Written By Rebecca Hoeft

"It's a strong B," Rebecca Hoeft, the CEO of the brand strategy consultancy Morris Hoeft Group, told Business Insider. "They need to fine-tune their strategy and create that coffeehouse feel again, that warmth that you feel when you walk in, but I think he'll get there."

Morris Hoeft Group CEO, Rebecca Hoeft

Read the full article here: Starbucks CEO Brian Niccol's first year: Why Wall Street isn't convinced over the coffee giant's brewing turnaround (Business Insider)

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Rebecca Hoeft
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