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Starbucks CEO Brian Niccol said the next stage of the company's turnaround will focus on cafe makeovers and improving the in-store customer experience, two years into his tenure leading the coffee chain's recovery effort. The comments outline priorities as Starbucks seeks to sustain sales momentum. The strategy shift builds on earlier turnaround measures and signals continued investment in physical store experience as a differentiator amid competitive pressure in the coffee and quick-service dining sector.