Former Starbucks CEO Howard Schultz expressed his excitement over current CEO Brian Niccol’s “back to Starbucks” strategy, which aims to revive the company’s sales and culture. During a surprise appearance at Starbucks’ Leadership Experience in Las Vegas, where over 14,000 store leaders gathered, Schultz endorsed Niccol’s plans, marking an essential approval from the man who transformed Starbucks into a global giant.
Niccol took over as CEO in September after the board removed Laxman Narasimhan, Schultz’s chosen successor. Although Schultz briefly returned to lead the company in 2022, he asserts he has no intentions of resuming a formal role, despite retaining the right to attend board meetings. His support has been essential as Niccol introduced a strategy focused on returning to Starbucks’ core values, including reintroducing café seating and personalizing customer interactions.
Initially, Niccol released an open letter outlining his vision to bring the company back to its roots, focusing on the quality of coffee rather than discounts. Schultz had publicly backed Niccol when the leadership transition occurred, highlighting his belief in Niccol as the right leader for Starbucks. This event marked the first time the two met publicly since Niccol’s appointment.
While Schultz acknowledged that operational issues were a concern during Narasimhan’s brief tenure, he emphasized that deeper cultural problems within the company were also at play. He articulated that these cultural issues had not been properly recognized or valued, underscoring the need for a more profound comprehension and commitment to Starbucks’ ethos as part of its turnaround efforts.
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