Niccol said Starbucks was founded on customer experience, and wants to return the brand to a position of excellence.

Starbucks is accelerating its operational turnaround with Brian Niccol's new "Green Apron" model, targeting a 4-minute order ...

Starbucks’ ultimate goal, its CEO says, is to return a community coffeehouse vibe to the world’s largest coffee shop chain.

CEO sets a new service goal for baristas in order to improve in-store experience for customers, changes happen at stores across the U.S.

Brian Niccol has led Starbucks for almost a year, and it has been a bumpy ride to revamp the coffee chain’s brand. Wall ...

In the midst of a headline-grabbing turnaround effort, the coffee boss insisted that things are moving faster than expected.

CEO Brian Niccol sees a very different Starbucks awaiting at the end of 2026. A vision of the brand, he said Tuesday during the chain’s Q3 earnings, beyond his early hook of returning to core, ...

As part of his Return to Starbucks strategy, Brian Niccol is betting on more welcoming, efficient, and customer-connected stores ...

The company is looking to CEO Brian Niccol to help orchestrate the turnaround, and he sees a reason to be optimistic despite the issues the chain is currently facing.

A study by the AFL-CIO finds CEOs in the S&P 500 made 285 times more than their employees last year. The largest pay disparity was at Starbucks, where CEO Brian Niccol made 6,666 times as much as the ...

CEO Brian Niccol said price changes are his last resort for improving Starbucks' slumping sales — but they're "absolutely" on the horizon.