Starbucks welcomes Brian Niccol as CEO, effective Monday, as the coffee giant grapples with declining sales and stock prices. Customers are pulling back, often seeking cheaper alternatives at competitors like Dunkin' and McDonald's. The company is also grappling with its image as a progressive brand, as unionization efforts led by younger baristas have created tension. The surge in mobile orders has overwhelmed stores, frustrating both customers and staff.  Sluggish post-pandemic recovery and competition in China have hit the coffee giant hard. Niccol will need to revamp Starbucks' pricing strategy, improve digital order operations, restore its progressive brand image, and address international challenges.