Dramatic Starbucks changes announced

The new chief executive of Starbucks, Brian Niccol, has announced today that there will be completely different pricing strategies and changes to the menu to attract more customers. Niccol seems to do this in response to the global sales dropping by 7% this year between the months of July and September. The chief executive states that he plans to do this by changing the pricing, simplifying the menu options and reworking the mobile ordering experience.