$1bn investment shows Starbucks has firmly embraced Brian Niccol’s vision

Recent success of Back To Starbucks cements CEO’s control over the coffee chain’s future

When appointed Starbucks Chairman and CEO in September 2024, Brian Niccol was clear in his assessment: the US coffee chain had become overly transactional, service was too slow, and menus were overly complex.

With a proven turnaround record at Chipotle, Niccol quickly implemented his Back to Starbucks brand reset at the end of 2024, focused on returning the operator to its ‘coffeehouse roots’ with stores more suited to longer customer visits and greater barista engagement.

The strategy, which has already delivered strong returns in the US with four consecutive quarters of positive sales growth, is now backed by a new $1bn investment.