STARBUCKS’ new CEO, Brian Niccol, began his first day with the coffee giant. The coffee chain’s executive decision to bring Niccol in comes after Starbucks’ struggle to keep customers due to “absurd” prices. The Starbucks logo was seen at a location in Warsaw, PolandGetty Brian Niccol seen at the NASDAQ Opening Bell on June 10, 2015, in New York CityGetty Images Niccol officially started his position as Starbucks’ CEO on Monday. Before joining the coffee chain, Niccol was the CEO of both Chipotle and Taco Bell. “Brian deeply understands brands, operations and innovation, and has an enduring commitment to supporting the retail teams who serve customers in store,”
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