Analysis: Risky business? Plans to double international store count could revive familiar challenges for Starbucks

CEO Brian Niccol’s turnaround strategy has delivered its first major win – but the recovery is still fragile

After a turbulent 2025, Starbucks is planning to build on a better-than-expected first-quarter with a bold international growth agenda.

However, as Starbucks is well aware, chasing scale can be risky business – especially when you’re a global giant that has staked its revival on delivering quality over quantity.