"People love Starbucks, but I’ve heard from some customers that we've drifted from our core, that we’ve made it harder to be a customer than it should be, and that we’ve stopped communicating with them," Niccol shared in a prerecorded video uploaded to the Starbucks website. "To welcome all our customers back and return to growth, we need to fundamentally change our recent strategy." He added that the "Back to Starbucks" plan will be that "fundamental change."