"Niccol, known for his previous successful turnaround efforts at Chipotle and Taco Bell, has spearheaded a wide swath of changes across the company, dubbed the " Back to Starbucks" campaign, in an effort to reverse slumping sales and reinvigorate the customer experience. With the end of 2025 drawing near, Niccol is wrapping up his first full calendar year at the helm of the coffee giant, having joined Starbucks as CEO in September 2024."
"Niccol's first order of business in September 2024 was to set a new north star for the company, refocusing on customer service amid an increasingly competitive coffee landscape. "Today, I'm making a commitment: We're getting back to Starbucks," Niccol said in a statement when he stepped into his role as CEO. "We're refocusing on what has always set Starbucks apart - a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas. This is our enduring identity. We will innovate from here." All the changes since have been made under the "Back to Starbucks" banner."
Brian Niccol became Starbucks CEO in September 2024 and initiated a "Back to Starbucks" campaign that centers on restoring customer service and the neighborhood coffeehouse vibe. Early moves included reintroducing the self-serve condiment bar in October 2024 and requiring baristas to write friendly notes on customers' cups. The mobile app received an overhaul in early 2025 to streamline customization and ordering. The changes aim to reverse slumping sales, reinvigorate the customer experience, and align store operations with a renewed emphasis on handcrafted coffee and community gathering. Company performance and stock have begun to show responses to the initiatives.
Read at Business Insider
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