(Reuters) -Brian Niccol took over as Starbucks’ CEO in August 2024, as the coffee chain struggled with weak demand for its pricey lattes in the U.S. and contemplated selling a stake in its China division.

His turnaround strategy is predicated on cutting costs and enticing customers with a more welcoming coffeehouse experience – a campaign Niccol calls “Back to Starbucks.”

Date Action

Oct 22, Starbucks suspends its annual forecast as

2024 Niccol calls for a fundamental change to

the company’s strategy by overhauling its

cafes, simplifying its menu and reducing

customer wait times.

Dec 2024 Talks with the union representing its

baristas fall apart. Unionized baristas

at some locations go on strike during

peak holiday period

2025: Jan Starbucks reverses its “open-door policy”

15

See Full Page