Former Starbucks CEO Howard Schultz expressed strong support for current CEO Brian Niccol’s “back to Starbucks” strategy, which aims to reverse the company’s recent decline in sales and restore its culture. Schultz, who played a vital role in transforming Starbucks into a global brand, made a surprise appearance at the Leadership Experience in Las Vegas, attended by over 14,000 store leaders. His endorsement is significant as Niccol steps in after the ousting of Laxman Narasimhan, Schultz’s chosen successor, coming on board in September.
Despite stepping back from formal leadership, Schultz remains active in company discussions, regularly attending board meetings unless restricted by directors. During the Leadership Experience, Niccol detailed plans to rejuvenate the brand by reinstating features such as in-store seating and personalized messaging on coffee cups. The company’s marketing approach is shifting back to a focus on quality coffee rather than discounts.
Schultz had previously supported Niccol’s appointment, believing he was the right leader for the chain. The recent event marked the first public appearance of the two together since Niccol’s hire. Schulz has voiced concerns about Starbucks’ cultural integrity, emphasizing that the company’s issues extend beyond operations and product quality. He noted that the culture needed to be valued and upheld to ensure success, a point he underscored following a disappointing quarterly earnings report during Narasimhan’s brief tenure as CEO. Schultz’s insights highlight the importance of restoring both operational excellence and a robust company culture as Starbucks navigates this transitional period.
Note: The image is for illustrative purposes only and is not the original image associated with the presented article. Due to copyright reasons, we are unable to use the original images. However, you can still enjoy the accurate and up-to-date content and information provided.
