Since Brian Niccol assumed the role of CEO at Starbucks in September 2024, the company has embarked on a series of strategic ...

Starbucks CEO Brian Niccol reaffirmed during a shareholder meeting this week that the company will continue focusing on ...

In Starbucks (SBUX)’ most recent earnings call, CEO Brian Niccol hit on the company’s “Back to Starbucks” theme, an effort to return the chain to its roots.

Recent reforms under Starbucks' new CEO Brian Niccol focus on marginal improvements rather than a major operational shift.

Some of the plans are already in motion. In Starbucks cafes, he’s dropped menu items. He’s created delineation between “to-go ...

Starbucks' top boss made it clear to employees during an internal forum that they need to improve their efficiency in making ...

For example, Starbucks has cut menu items, eliminated charges for milk alternatives, brought back condiment bars, and ...

The coffee chain’s CEO said investments in store experience are ramping up, but union members say the brand isn’t spending ...

CEO Brian Niccol highlighted last week during the company's annual meeting that he was pleased at the early reaction to the "Back to Starbucks" changes that have been instituted to create a more ...

All of these adjustments are part of the "Back to Starbucks" strategy, instituted by Brian Niccol, the former Chipotle CEO who left to become Starbucks' chief executive in September 2024.

Starbucks has been struggling with declining sales since last year as high prices and long wait times drove customers away.

New CEO Brian Niccol has moved quickly to transform the world’s largest coffee chain, from cafe menus to the executive suite.