In August of last year, Starbucks stunned the restaurant universe by hiring Brian Niccol as its chairman and CEO. The hiring came two-thirds of the way through one of the worst years in the Seattle-based chain’s history, with sales challenges both in the U.S. and China.
As a reminder, the company in 2022 replaced former CEO Kevin Johnson with Howard Schultz on an interim basis. He guided the company through a fix-it strategy while it hired Laxman Narasimhan, who took over in March 2023 after a six-month stint as a “CEO in training.”
The company then saw sales decline in its two biggest markets starting late in 2023, ultimately leading to the change.
Here’s a look at everything Starbucks has done since Niccol took over.
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