New Leadership and Strategic Shifts The appointment of Brian Niccol as Chairman and CEO, effective September 9, 2024, has been a significant development for Starbucks.

Part of his immediate strategy also includes simplifying the coffee chain's "overly complex menu" and fixing its pricing architecture. COFFEE CUSTOMERS RANK STARBUCKS LAST AMONG COMPETITORS IN KEY ...

Starbucks named a new chief financial officer on Tuesday as part of a larger turnaround strategy. Cathy Smith, who has been Nordstrom’s CFO since 2023, will join Starbucks in the next month… ...

Back to Starbucks is that fundamental change," Niccol said. "We have to get back to what has always set Starbucks apart, a welcoming coffee house where people gather and where we serve the finest ...

Starbucks named a new chief financial officer on Tuesday as part of a larger turnaround strategy. Cathy Smith, who has been Nordstrom’s CFO since 2023, will join Starbucks in the next month ...