Niccol's contract includes a cash signing bonus of $10 million and equity awards totaling $75 million, with the potential to exceed $100 million in his first year if performance targets are met.
Starbucks is placing its hopes on Niccol to rejuvenate its declining sales and reposition itself as a premium coffee destination, leveraging his experience from successful stints at Taco Bell and Chipotle.
Known for transforming troubled companies, Niccol's leadership at Chipotle saw revenue nearly double amidst a crisis, showcasing his capability to innovate and enhance employee benefits while boosting company performance.
The absence of a relocation requirement from California to Seattle highlights a flexible approach in executive management, allowing Niccol to maintain his current residence while leading Starbucks.
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