Starbucks CEO says company will fix ‘overly complex menu’ to reverse sales slump [Video]

Starbucks CEO Brian Niccol said the company is planning to simplify its menu and fix its pricing strategy as it attempts to win back customers and reverse its sagging sales.

Niccol, who left Chipotle in August for the coffee giant, said in a video message Tuesday that customers are visiting less often and its fourth-quarter results “tell that story.” 

“To welcome all our customers back and return to growth, we need to fundamentally change our recent strategy,” Niccol said, adding that part of this plan includes efforts to “simplify our overly complex menu, fix our pricing architecture and ensure that every customer feels Starbucks is worth it.”

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Niccol also acknowledged that the company, which faced years of unionization pressures, needs to address staffing in stores as well as remove bottlenecks and “simplify things” for baristas.

It is also “fundamentally changing our marketing,” he said, acknowledging that the company had been focusing on its Starbucks Rewards …