The "frictionless" experience that Gen Z supposedly wanted turned out to be a bit "soulless" instead.
Starbucks hoped mobile orders and the drive-through would save its business. New CEO Brian Niccol says that was a mistake.
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Brian Niccol's turnaround strategy is bringing back some customers, but investors were expecting faster results.
"The excitement for our merchandise exceeded even our biggest expectations," Starbucks said in a statement to Fortune.
The firm's boss made the comments after it revealed that same-store sales had fallen for a sixth quarter in a row.
It's the first time in 2 years that Starbucks has seen an increase in U.S. comparable transactions.
That so-called stare isn’t a withdrawal; it’s a mirror.
