Starbucks CEO Brian Niccol has received a key endorsement from former CEO Howard Schultz, who claims he was thrilled when Niccol proposed his “back to Starbucks” strategy. The surprise meeting between the two took place at the company’s Leadership Experience in Las Vegas, where over 14,000 store leaders gathered to hear from management. Schultz cosigned Niccol’s plans, praising the new chief executive’s efforts to lift the company’s sales and restore its culture.
Schultz, who transformed Starbucks into a global coffee giant, had previously expressed concerns about the company’s performance under Laxman Narasimhan. However, after Niccol took over in September, the company’s shares have risen nearly 20% since April, trading at around $95.30. Schultz no longer holds an official role within the company but has stated his support for Niccol’s leadership.
The “back to Starbucks” strategy aims to refocus on the brand’s core values and coffee offerings, shifting marketing efforts from discounts to premium products. This shift is part of Niccol’s plan to revive the company’s culture, which Schultz believes was previously lacking. The endorsement marks a significant milestone in Niccol’s tenure as CEO, demonstrating his ability to win over key stakeholders like Schultz.
Source: https://www.cnbc.com/2025/06/11/starbucks-howard-schultz-backs-ceo-brian-niccol.html