The coffee chain is pulling promotional offers through its mobile app to get customers to pay full price for its coffees and teas.

Brian Niccol ordered his deputies to quietly reduce the plethora of discounts that were introduced to lure back inflation-weary customers.

The last few months of the year are a popular time for coffee chain Starbucks thanks to its famous pumpkin spice drinks and various peppermint- and gingerbread-flavored holiday offerings. But this year,

The chain has been offering a series of discounts over the past year as it attempted to lure back customers. But the Wall Street Journal reports that new CEO Brian Niccol is ending that practice, opting to return to a positioning as a premium brand.

Starbucks has been pulling back recent promotions as it works to turn around the company under new leadership. Brian Niccol took over the helm in August.

Starbucks is reversing its recent push into frequent promos as new CEO Brian Niccol looks to re-establish the brand's upscale, premium vibe.

Brian Niccol, the company’s new chief executive, is aiming to improve cafe operations and focus more on selling premium coffee while promoting seasonal drinks

If you are craving a holiday beverage or any item at Starbucks, you might have to pay full price in the future. Brian Niccol, a 1996 graduate from Miami University in Oxford and the new chairman and CEO of Starbucks,