All of the changes Brian Niccol has made at Starbucks so far

Become an Insider and start reading now. Have an account? . Brian Niccol spent his first year as Starbucks' CEO spearheading its revitalization effort. The "Back to Starbucks" campaign has involved a wide swath of consumer-facing and back-end changes. From new drinks to closing hundreds of stores, here's a list of the updates Niccol has made so far. If your local Starbucks seems different these days, it's likely due to changes introduced under CEO Brian Niccol . Niccol, known for his previous successful turnaround efforts at Chipotle and Taco Bell, has spearheaded a wide swath of changes across the company, dubbed the " Back to Starbucks " campaign, in an effort to reverse slumping sales and reinvigorate the customer experience. With the end of 2025 drawing near, Niccol is wrapping up his first full calendar year at the helm of the coffee giant, having joined Starbucks as CEO in September 2024. All the changes now bear the full weight of his influence - and the company's stock is beginning to show signs of responding . Here's a list of the changes Niccol has made since becoming CEO. 'Back to Starbucks' was born in September 2024 Niccol's first order of business in September 2024 was to set a new north star for the company, refocusing on customer service amid an increasingly competitive coffee landscape. "Today, I'm making a commitment: We're getting back to Starbucks," Niccol said in a statement when he stepped into his role as CEO. "We're refocusing on what has always set Starbucks apart - a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas. This is our enduring identity. We will innovate from here." All the changes since have been made under the "Back to Starbucks" banner. Cup notes and the condiment bar were brought back Beata Zawrzel/NurPhoto via Getty Images In an early effort to streamline service, Niccol reintroduced the self-serve condiment bar in October 2024, allowing customers to customize their drinks with milk and sugar to suit their tastes. He also introduced a new policy in an attempt to revive Starbucks' neighborhood coffeehouse vibe, requiring baristas to write friendly notes on customers' cups . Menu prices changed In November 2024, Starbucks eliminated its surcharge for non-dairy milk alternatives. It wouldn't be the only price change: in June 2025, the pricing structure for add-ons, such as syrups, sauces, and matcha, was updated, with most additions adopting a flat rate per serving. During the company's July 2025 earnings call, Niccol said more price changes may be on the horizon, but it'd be "the last lever" he'd like to pull during the turnaround effort. Starbucks will keep prices for brewed coffee and espresso shots at its company-operated stores unchanged through 2026 and take a "targeted and surgical approach" to pricing across North America, the company said in December. Starbucks updated its mission - and in-store policies In January 2025, Starbucks updated its mission: "To be the premier purveyor of the finest...

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