Brian Niccol ordered his deputies to quietly reduce the plethora of discounts that were introduced to lure back inflation-weary customers.

Brian Niccol, the new CEO of Starbucks ($SBUX), has ended discount pricing at the coffee chain. The Wall Street Journal is reporting that one of

Starbucks has been pulling back recent promotions as it works to turn around the company under new leadership. Brian Niccol took over the helm in August.

The coffee shop giant is pulling back on the discounts it has been using to get customers in the door this year. Those

The coffee chain is pulling promotional offers through its mobile app to get customers to pay full price for its coffees and teas.

Brian Niccol, the company’s new chief executive, is aiming to improve cafe operations and focus more on selling premium coffee while promoting seasonal drinks.