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More hiring, less tech | Starbucks CEO announces 'labour-focused' plan to curb sales slump

HR Grapevine
HR Grapevine | Executive Grapevine International Ltd
Starbucks CEO announces 'labour-focused' plan to curb sales slump

Starbucks' chief executive, Brian Niccol, has a novel plan to turn around slumping sales: Hire more people and use less technology.

In a recent investor call, the CEO outlined future plans after another disappointing earnings report, published on Wednesday. The coffee giant’s share price tumbled 6.5% last quarter.

Previous optimism that replacing staff with more technology could drive improved financial performance “wasn't an accurate assumption,” Niccol told investors.

Starbucks CEO: Extra hiring an ‘investment’ in growth

Sales at the coffee chain fell for the fifth consecutive quarter.

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