Starbucks Has Its Shine Back, CEO Brian Niccol Says -- WSJ

Dow Jones03-26 06:43

By Amira McKee

More than a year into Starbucks's ambitious turnaround plan, Chief Executive Brian Niccol said the world's largest coffee chain is getting its groove back. Niccol said during a Wednesday shareholder call that investments in barista staffing, paired with a surge in new for-here service coffeehouses, is helping Starbucks regain its former luster. The Seattle-based chain expects to build more than 1,000 of these coffeehouses by the end of the fiscal year, ramping toward its goal of 5,000 in the U.S.

The efforts are part of Niccol's "Back to Starbucks" plan to improve consumer experience and return to long-term growth amid mounting competition in the market. While Niccol said Starbucks was still recovering from a period of sluggish sales, management expects to see growth driven by improved business during peak morning hours, more visits in the afternoon and menu changes to entice lapsed customers.

This item is part of a Wall Street Journal live coverage event. The full stream can be found by searching P/WSJL (WSJ Live Coverage).

(END) Dow Jones Newswires

March 25, 2026 18:43 ET (22:43 GMT)

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Niccol said during a Wednesday shareholder call that investments in barista staffing, paired with a surge in new for-here service coffeehouses, is helping Starbucks regain its former luster. The Seattle-based chain expects to build more than 1,000 of these coffeehouses by the end of the fiscal year, ramping toward its goal of 5,000 in the U.S. \n</p>\n<p>\n     The efforts are part of Niccol's \"Back to Starbucks\" plan to improve consumer experience and return to long-term growth amid mounting competition in the market. While Niccol said Starbucks was still recovering from a period of sluggish sales, management expects to see growth driven by improved business during peak morning hours, more visits in the afternoon and menu changes to entice lapsed customers. \n</p>\n<p>\n       This item is part of a Wall Street Journal live coverage event. 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The Seattle-based chain expects to build more than 1,000 of these coffeehouses by the end of the fiscal year, ramping toward its goal of 5,000 in the U.S. \n\n\n     The efforts are part of Niccol's \"Back to Starbucks\" plan to improve consumer experience and return to long-term growth amid mounting competition in the market. While Niccol said Starbucks was still recovering from a period of sluggish sales, management expects to see growth driven by improved business during peak morning hours, more visits in the afternoon and menu changes to entice lapsed customers. \n\n\n       This item is part of a Wall Street Journal live coverage event. 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