Howard Schultz says he 'did a cartwheel' when Starbucks CEO Niccol coined 'back to Starbucks' strategy

Core Insights - The former CEO of Starbucks, Howard Schultz, expressed strong support for current CEO Brian Niccol's "back to Starbucks" strategy, indicating a positive outlook for the company's turnaround efforts [2][3]. Group 1: Leadership Changes - Brian Niccol has taken over as CEO after the ousting of Laxman Narasimhan, Schultz's chosen successor, marking a significant leadership shift within the company [3][6]. - Schultz, who previously returned as interim CEO in 2022, has no formal role in the company but retains the right to attend board meetings [4]. Group 2: Company Strategy - Niccol's strategy focuses on revitalizing the brand by returning to its core values, including enhancing the in-store experience and emphasizing coffee quality over discounts [5]. - The company has initiated changes such as reinstating seating in cafes and personalizing customer interactions, which are part of the broader strategy to improve customer experience [5]. Group 3: Cultural Concerns - Schultz highlighted that Starbucks' challenges extend beyond operational issues, emphasizing that the company's culture was not being valued or upheld [7][8]. - He pointed out the need for a deeper understanding and appreciation of the company's culture to address the underlying problems affecting performance [8].