Masters of Scale
Starbucks CEO Brian Niccol is here to put the brand back on top
Feb 4, 2025
Brian Niccol, the CEO of Starbucks and former CEO of Chipotle, discusses a bold brand refresh aimed at restoring the coffee giant's place in American culture. He emphasizes the importance of prioritizing human connection and improving customer experiences while facing rising costs and longer wait times. Niccol dives into the company's evolving business model and explores opportunities in the Chinese market. He also shares insights on leveraging technology, employee appreciation, and maintaining a strong brand identity in a competitive landscape.
30:07
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Quick takeaways
- Brian Niccol's strategy for Starbucks focuses on revitalizing the brand by reconnecting with core values and enhancing customer experiences.
- The integration of AI in operations aims to balance efficiency and convenience while preserving the crucial human connection in service.
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