Bloomberg Talks Starbucks CEO Brian Niccol Talks Earnings, Growth, Unions
Jan 30, 2026
Brian Niccol, CEO of Starbucks, who is leading a turnaround focused on store experience and menu innovation. He discusses transaction-driven growth, menu experiments like protein and energy offerings, reimagining in-store and omni-channel service, rewards relaunch, margin and cost plans, international expansion strategies, and how the company is handling union negotiations.
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Growth Driven By More Visits
- Starbucks' recent growth came from more transactions driven by both rewards members and non-members.
- Increasing visits and market share shows renewed momentum under Brian Niccol's operating changes.
Cafe Experience As Core Differentiator
- The cafe experience defines Starbucks and creates human connections that differentiate the brand.
- Multiple access modes matter, but having a compelling in-store 'third place' remains core to identity.
Staff The Omni‑Channel Experience
- Dial in staffing, deployment, and clear partner accountability with the Green Apron service model.
- Combine simplification and technology to deliver fast, accurate omni-channel service consistently.