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Starbucks says cutting shop staff in favour of automation has failed
Chief executive Brian Nicoll vows to ‘fundamentally change’ strategy in face of worse-than-expected results
Starbucks is planning to hire more baristas, get them to work more hours at its coffee shops and roll back its embrace of automation, as the company’s new leadership battles to turn the chain around. Starbucks CEO Brian Niccol Photograph: Robin Marchant/Getty ImagesThe company will also scale back the rollout of its siren craft system – technology designed to help employees streamline the drinks-making process. Niccol’s arrival at Starbucks was one of the largest executive deals in US corporate history, putting him in line for a sign-on pay package worth up to $113m (£88m), four times larger than that of his predecessor.
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