'Labor-focused' | Starbucks CEO orders more hiring & less automation 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.