Starbucks CEO hits the one-year mark: Here's what looks different

Core Insights - Brian Nickel has been CEO of Starbucks for a year and has initiated a strategy to revitalize the brand, focusing on creating cozier cafes and enhancing customer experience [1][7] - Starbucks announced a $500 million investment in hospitality through the Green Apron Service, which includes smart Q technology to improve staffing and customer engagement [2] - The company is seeing a positive response from both non-rewards and rewards customers, indicating a successful customer acquisition strategy [3][4] Investment and Strategy - The $500 million investment aims to enhance the hospitality experience and allow baristas to engage more with customers, delivering custom drinks in under four minutes [2][8] - Approximately 1,000 renovated cafes are planned to be completed by the end of 2026, emphasizing the importance of the consumer experience [7][8] - The company is shifting its marketing focus to attract non-rewards customers, which had been neglected previously [9] Consumer Insights - Current consumer behavior is mixed, but customers are responding positively to the changes made in stores, particularly when the Starbucks experience is aligned with their expectations [5] - The company has not increased prices recently, believing that its value proposition remains strong, especially as it positions itself as a premium experience [5] - Menu innovations, such as the introduction of protein coffee, are part of the strategy to attract a broader customer base [9]