What if Clotted Cream Fudge Cold Brews are doing Starbucks more harm than good? [Video]

The coffeehouse chain’s profits are sinking and its popularity is shrinking. Can a simplified menu, TV advertising and clean toilets help save it?

Starbucks is on a major business transformation to reinvigorate its brand. It now has a new chief exec and brand boss in place and has changed its creative agency, tasking it with bringing above-the-line marketing back into the business. Will it be enough?

In September, the coffee chain brought in Chipotle chief exec Brian Niccol to transform the business. Niccol is widely credited with turning around the Chipotle fast food chain with revenue having doubled and its share price jumping 800% since he took over the helm in 2018.

In just two months at Starbucks, Niccol has already shaken up the leadership ranks and hired ex-Chipotle colleague Tressie Lieberman as executive vice-president and the company’s first and global chief brand officer. He has also appointed WPP as Starbucks’ new agency of record, with the agency network set to create a bespoke team to work solely on the …

Tags Brand Conversion, Brand Data, Brand Experience, Brand Influencer Marketing, Brand Marketing Campaign