Starbucks Is Spending $1 Billion to Undo Its Biggest Mistake

The company is making small changes that it hopes will result in a big difference in the customer experience.

EXPERT OPINION BY JASON ATEN, TECH COLUMNIST @JASONATEN

Starbucks spent years solving a very specific problem: making it easier for customers to buy coffee. As a result, it spent a lot of money on things like mobile ordering and redesigning its stores to accommodate customers picking up drinks. The idea was to get people in and out as quickly as possible. In the process, however, it made a mistake that may have cost the company far more than it realized. It forgot why people wanted to go there in the first place.

Now, under........

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