One of the biggest CEO moves in recent restaurant memory (maybe ever) brought Chipotle executive Brian Niccol over to Starbucks in mid-August. It was an announcement that soared the java chain’s stock and re-injected optimism into the brand, which has struggled with negative traffic in back-to-back quarters. But the truth is, this is a tale for Starbucks that goes back much further. Where did its marketing lose traction? Can it win back guests and hold off competitors? Brett Townsend, SVP of Strategy at Quester Strategy & Insights, joins QSR editorial director Danny Klein to talk through the series of events that led to this moment in time and where Starbucks potentially lost its way.