Starbucks CEO Brian Niccol says price changes are a last resort in coffee chain turnaround — but they are 'absolutely' coming

Core Insights - Starbucks' CEO Brian Niccol indicated that price changes are a last resort in his revitalization efforts, but he does not rule them out as necessary for the company's future [1][2] - The "Back to Starbucks" campaign is reportedly ahead of schedule, focusing on improving customer service and overall experience [1][11] Financial Performance - Starbucks reported a 2% decline in global comparable store sales, driven by a 2% decrease in comparable transactions, partially offset by a 1% increase in average ticket price [4] - The company's revenue increased by 4% to $9.5 billion, surpassing analysts' expectations, but adjusted EPS fell 46% year-over-year to $0.50, missing estimates of $0.65 [5] Strategic Initiatives - Niccol's turnaround strategy emphasizes customer service, with the introduction of the Green Apron Service model aimed at enhancing consumer connection and improving sales [10][11] - Changes in-store include remodeling for comfort, reintroducing self-serve condiment bars, and personalizing to-go orders with handwritten messages [12] Market Response - Following the earnings call, Starbucks' stock rose over 3.5% in after-hours trading, indicating a positive market reaction despite mixed financial results [5]