"When Brian Niccol joined Starbucks on September 9, 2024, he had a tall order ahead of him. Niccol, a retail veteran who ledsuccessful turnarounds at Taco Bell and Chipotle, joined the Seattle-based coffee chain at a low point in its business. Customers complained about long wait times, a buggy app, and understaffed stores that struggled to consistently deliver quality products. In July, the company reported six straight quarters of declining sales from Q2 in 2024 through Q3 of 2025."
"Upon taking the helm, the new CEO detailed a turnaround plan in a September 2024 open letter. His "Back to Starbucks" comeback campaign covered everything from how baristas should dress to revamping the mobile ordering system. A year later, a Starbucks spokesperson told Business Insider that the "Back to Starbucks" plan is making things better for both customers and employees - but Wall Street isn't convinced."
Brian Niccol became Starbucks CEO on September 9, 2024. He previously led turnaround efforts at Taco Bell and Chipotle. Starbucks faced long customer wait times, a buggy mobile app, understaffed stores, and declining product consistency. The company reported six consecutive quarters of sales declines from Q2 2024 through Q3 2025. Niccol launched a "Back to Starbucks" comeback campaign in September 2024 that addressed barista appearance, mobile ordering, and in-store operations. After one year, a company spokesperson said the program improved conditions for customers and employees. Financial markets remained skeptical about the durability of the turnaround.
Read at Business Insider
Unable to calculate read time
Collection
[
|
...
]