"A fresh spike and a fresh slate in the new year might be what the Seattle-based coffee chain needed. And while famed turnaround artist Brian Niccol has been on the job for quite a while now (just over a year and a quarter), with not much enthusiasm being shown in the stock, I do think that his efforts behind the scenes will, in due time, translate into a recovering share price."
"Arguably, Niccol seems well ahead of schedule, given the more promising results that Starbucks has delivered of late. With a simpler menu, a purge of poor-performing stores, and the ongoing investments to improve the customer experience (pricey Starbucks lattes are best enjoyed from comfortable seating with no sense of being rushed), I do think Starbucks might find its old form again under Niccol, perhaps sooner rather than later."
Starbucks stock rose 15% in the first three weeks of 2026, reflecting renewed investor interest. Brian Niccol has led the company for just over a year and a quarter and has implemented menu simplification, a purge of poor-performing stores, and investments in the customer experience. The loyalty program is receiving enhancements while the company is making a big bet on protein and reducing the coffee line. Pre-Niccol initiatives such as discounting and unconventional menu items deviated from the brand's core strengths. Turnarounds take time, but recent results suggest Niccol's strategy is producing measurable improvements that could restore sustained growth.
Read at 24/7 Wall St.
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