'Big Fix' at Starbucks: Will customers come back? The new CEO's first year
In September 2024, Starbucks’ then-CEO was abruptly fired after 17 months in the role; the decision followed three quarterly drops in consumer traffic and declining operating revenues. The board then turned to Brian Niccol, a veteran fast-food company executive. Niccol was deemed highly qualified due to his turnaround of two fast-food chains, Chipotle Mexican Grill and Taco Bell. Starbucks was struggling in its two largest markets, the United States and China, which together accounted for 83% of the company’s global $36.2 billion in sales. In both markets, customer orders and same-store sales had declined. Niccol’s first year was a difficult one, raising questions about his strategy and tactics. The disappointed investors were selling out…
- Navigating a leading global company amidst rapidly changing markets
- Examining the range of turnaround strategies: from executing incremental change to departing from the past with Big Bold strategies
- Innovating to delight customers and stay ahead of competition
- Understanding leadership challenges of driving change in a complex and complacent global organization
- Handling the interests of diverse stakeholders: employees, the board, investors and environmental activists
Starbucks, Consumer Goods, Coffee
2024-2026
Cranfield University
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Harvard Business School Publishing
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NUCB Business School
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Nagoya Aichi, Japan 460-0003
Tel +81 52 20 38 111
Email [email protected]
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