2 years later starbucksCEO Brian Nicol has prioritized renovating the coffee chain’s cafes and improving the customer experience as sales recover.
“Starbucks is back,” Nicol said Thursday on CNBC’s “Squawk Box.”
Under Nicol’s leadership, Starbucks is trying to win back coffee lovers by going back to its roots. The plan, called “Back to Starbucks,” focuses on improving the experience for both customers and baristas, and reminding departing loyalists why they once loved the coffee chain.
The changes come as rival companies seek to appeal to coffee drinkers with lower prices and convenience.
The current phase of reconstruction is focused on improving the coffee house. Mr Nicol said more than 1,000 renovations had been completed in the past nine months, with thousands more scheduled for next year.
Most of the renovations focus on superficial touches, such as adding more seating and softening the lighting, with the aim of making the cafe more inviting for customers. Nicol said the changes bring back the “Starbucks feel.”
Starbucks CEO Brian Nicol speaks to Bloomberg TV in New York on January 30, 2026.
Michael Nagle | Bloomberg | Getty Images
Another important step is to continually improve the customer experience. More than a year ago, the company began training baristas in a new “Green Apron Service” program aimed at creating more positive interactions with customers. But Starbucks is aiming high, with ambitions to “become the world’s greatest customer service company,” Nicol wrote in a memo to employees Thursday.
The “back to Starbucks” strategy is starting to pay off. Same-store sales for the company’s third quarter fiscal year increased 7.9%, supported by strong performance in the United States, its largest market.
“As a result of this initiative, our business has turned around,” Nikkor wrote in a company memo. “We are back on track for growth, achieving positive earnings globally and improving margins. We position Starbucks for long-term performance.”
Since Nicol was announced as Starbucks’ next CEO in 2024, the company’s stock has risen about 30%. The S&P 500 index rose 42% over the same period.
