“When he got to Starbucks, Niccol started off by using fancy jargon to distract from the fact that Starbucks is losing to both value and premium brands/operators,” wrote Kass. “Starbucks now faces a very expensive overhaul in its physical locations and product offerings.”
https://www.thestreet.com/retail/starbucks-problems-may-be-too-big-to-fix