Baristas at Starbucks are already complaining about a new business strategy aimed at 'humainizing' the global chain.

In an effort to get back to basics and "reintroduce" the chain, Starbucks is restricting mobile customers to 12 items per order and offering a free coffee promotion following the Super Bowl.

Mobile-ordering your favorite Starbucks drink has made the daily task quite convenient—unless you're picking up an order for the entire office, which becomes a nuisance for baristas and customers. Now ...

The scribbles on cups are part of a slew of changes orchestrated by Chief Executive Officer Brian Niccol to turn things ...

At the same time all this was going on, the famed coffee giant also changed its name, which new CEO Brian Niccol has since dropped in official earnings calls and interviews, according to Today.

Starbucks has cut what customers can order via app. Will investors care about the CEO's plan to cut the menu and make stores ...