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June 12.2025

2 Minutes Read

Starbucks' Future: Howard Schultz Excited About 'Back to Starbucks' Strategy

Starbucks leadership strategy depicted by a man sipping from a branded cup.

Howard Schultz on the Future of Starbucks

In a surprise appearance at Starbucks' Leadership Experience in Las Vegas, former CEO Howard Schultz expressed his excitement over the current CEO Brian Niccol's new direction for the company. Schultz, who helped transform Starbucks into a global coffee giant, stated he 'did a cartwheel' in his living room when he first heard about the 'back to Starbucks' strategy. This enthusiasm from Schultz is a powerful endorsement for Niccol as he works to lift the chain's sales and restore its unique coffee culture.

Strategic Changes Under Brian Niccol

Since taking the helm in September after the board ousted Laxman Narasimhan, Niccol has faced challenges with slumping sales. However, Starbucks shares have seen a 20% increase since early April, indicating that his strategies may be starting to take root. The company is focusing on reconnecting with its roots and revitalizing customer engagement to ensure a deeper connection with its consumers—principles that have always been at the heart of Starbucks' brand.

The Gathering of Leadership

The Leadership Experience brought together over 14,000 store leaders from across North America, a testament to Starbucks' commitment to improving its culture. Having such a large assembly highlights the importance of collaboration and collective vision in driving the brand's success. This approach aligns with Niccol's emphasis on unity and innovation within the company.

Challenges and Opportunities Ahead

While Schultz's approval is a morale booster, the road to recovery isn't without its challenges. The market's response will be crucial in determining if Niccol's strategies can not only stabilize but also enhance the Starbucks brand further. Business leaders can draw lessons from Starbucks' current journey—navigating change, embracing renewal, and re-establishing core values can be essential in these turbulent times.

Starbucks is at a defining moment, and with leaders like Schultz cheering from the sidelines, the future seems bright. For business leaders and managers, the story of Starbucks is a valuable reminder of the importance of adapting to market conditions while remaining true to one’s brand identity.

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Starbucks' Future: Howard Schultz Excited About 'Back to Starbucks' Strategy

Howard Schultz on the Future of Starbucks

Strategic Changes Under Brian Niccol

The Gathering of Leadership

Challenges and Opportunities Ahead

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