Starbucks CEO Brian Niccol is on a mission to turn around the company within a year. Since taking over in September 2024, he’s focused on renewing the brand and advancing its market presence. Niccol came to Starbucks with a strong reputation for success from his time at Chipotle. His leadership strategy centers on fresh ideas to revitalize stores and recapture what makes Starbucks unique.
Under his guidance, Starbucks is pursuing a bold plan for market expansion. The company aims to grow its footprint globally, with a particular focus on China, where coffee consumption is slowly increasing. Niccol recognizes that Starbucks faces tough competition in this market, especially from local brands that offer lower prices. However, he believes that Starbucks can thrive by adapting to local tastes while keeping the brand’s core identity intact.
Starbucks plans to expand globally, focusing on adapting to local tastes, especially in the competitive Chinese market.
Niccol’s efforts include reorganizing the company’s structure and hiring new executives to help with this turnaround. He plans to refresh store formats to meet modern customer needs, prioritizing convenience and quick service. Some traditional stores might close to make room for express locations that could elevate sales.
Technology plays a huge role in this plan, with improvements to mobile ordering and delivery systems keeping the brand relevant in a rapidly changing market.
Despite these initiatives, Starbucks’ recent financial performance has been mixed. Results aren’t yet meeting investor expectations for a speedy recovery. Niccol has held off on raising prices in 2025 but hasn’t ruled it out for 2026.
Investors are cautiously optimistic. They think his successful track record will help guide Starbucks through these challenges.
