He also described efforts to “reclaim the Third Place” with changes such as returning condiment bars, adding new ceramic mugs and new seating elements, expanding the “Uplift” remodel program, and introducing a new code of conduct designed to prioritize customer and partner experience. Niccol said Starbucks has also closed certain locations that could not meet financial expectations or deliver the desired environment.Niccol framed the “Back to Starbucks” plan as a reset of operational fundamentals, citing cu ...

Starbucks (NasdaqGS:SBUX) 2026 Investor Day January 29, 2026 08:00 AM ET Company ParticipantsAndrew Charles - Managing DirectorBrady Brewer - CEO of Starbucks InternationalBrian Mullan - DirectorBrian Niccol - Chairman and CEOCatherine Park - VP of Investor RelationsCathy Smith - CFODavid Palmer - Senior Managing DirectorJacob Aiken-Phillips - Director of Equity ResearchJohn Ivankoe - Managing DirectorLauren Silberman - DirectorMike Grams - COOSergio Alvarez - Master Coffee DeveloperSharon Zackfia - Partner ...

Core Insights - Starbucks is implementing a turnaround strategy under CEO Brian Niccol to revitalize sales and improve employee morale, focusing on enhancing customer experience and internal promotions [2][4][5] Group 1: Turnaround Strategy - The strategy includes retooling marketing, improving staffing, addressing mobile app issues, and making cafes more inviting [4] - Starbucks has introduced a new coffee called the 1971 Roast, symbolizing a return to its roots [3] - The company aims to restore its culture by reversing previous decisions, such as reintroducing seating in cafes after removing 30,000 seats [10][11] Group 2: Employee Engagement - Niccol's plan emphasizes giving store managers more control over staffing and product testing, with an increase in assistant managers in North America [6][12] - The company aims to raise the percentage of internal promotions for retail leadership roles from 60% to 90% [12] - Concerns about staffing have led to a wave of union elections, prompting the company to adopt a new labor model to improve service and employee experience [13][14] Group 3: Leadership and Culture - The Leadership Experience event gathered over 14,000 store leaders, marking the first such event since 2019, highlighting the importance of connection and community [9] - Former chairwoman Mellody Hobson and former CEO Howard Schultz received significant applause, indicating their lasting influence on the company [17][20] - Schultz endorsed Niccol's "back to Starbucks" initiative, encouraging managers to embody the company's core values [22][23]