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.

Strengthening its digital leadership with a strategy aimed to: Double global Starbucks Rewards with another 75 million members – the company’s most frequent customers – within the next five ...

Starbucks CEO Brian Niccol wants to return the company to its coffeehouse roots. Analysts are optimistic, though they say the company will face near-term headwinds.

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 ...

TORONTO, June 10, 2025 /CNW/ - This week, Starbucks is hosting over 14,000 coffeehouse leaders from across North America at Leadership Experience 2025 (LE25) in Las Vegas—its largest leadership ...

LAS VEGAS — Former Starbucks CEO Howard Schultz said Wednesday that he "did a cartwheel" in his living room when current Chief Executive Brian Niccol first coined his "back to Starbucks" strategy.

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 ...