Howard Schultz endorses Starbucks CEO Brian Niccol’s strategy to boost sales and restore culture

From CNBC: 2025-06-11 14:22:00

Former Starbucks CEO Howard Schultz expressed enthusiasm for current CEO Brian Niccol’s “back to Starbucks” strategy, endorsing plans to lift slumping sales and restore the chain’s culture. Schultz’s surprise appearance at Starbucks’ Leadership Experience in Las Vegas signals support for Niccol’s efforts as the company embarks on a turnaround. Shares have climbed nearly 20% since Niccol took the reins in September, with Starbucks trading at around $95.30. Schultz, who has no plans to return as CEO, remains entitled to attend board meetings. Niccol has outlined plans for Starbucks’ comeback, emphasizing a return to the company’s roots and a focus on coffee marketing over discounts and promotions. Schultz criticized former CEO Laxman Narasimhan’s tenure, pointing to operational issues and a lack of focus on culture as contributing factors to Starbucks’ struggles.



Read more at CNBC: Howard Schultz backs CEO Brian Niccol strategy