Bloomberg Talks Starbucks Chairman & CEO Brian Niccol Talks Turnaround Plan
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Oct 30, 2025 
Brian Niccol, CEO and Chairman of Starbucks, shares insights on the company's transformative 'Back to Starbucks' plan. He reveals a 1% increase in sales, highlighting store renovations and new protein offerings that are attracting more customers. Niccol discusses ambitious expansion in China, aiming to grow from 8,000 to up to 20,000 locations. He also emphasizes enhancing service and retaining margins through strategic growth, focusing on value over price competition. Tune in for a deep dive into what’s brewing behind the scenes at Starbucks!
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Service-Led Turnaround Boosted Transactions
- The 'Back to Starbucks' turnaround centered on service improvements and operational changes.
- Those changes translated into transaction growth and positive same-store sales momentum.
Staff Up And Train Leaders Quickly
- Staff stores with bigger rosters and more hours to enable better customer connection.
- Train leaders to onboard new hires quickly and focus on greeting, handoff, and in-store atmosphere.
Fast, Cost-Conscious Store Uplifts
- Combine meaningful store uplifts with cost-conscious design to improve customer experience.
- Execute fast, single-night uplifts so stores remain open and customers react positively.