Starbucks's $100 million man shares his vision
Briefly

Starbucks's $100 million man shares his vision
"Hot off turnarounds at Yum Brands with Pizza Hut and Taco Bell, which he followed up by modernizing burrito building at Chipotle, Niccol has proven himself to be both a master marketer and operations expert. Which is why, when he announced that his strategy for Starbucks was to revive the third place, even some of Niccol's fans were skeptical he could pull it off."
"In front of a standing-room-only audience, Niccol gave his first public interview since taking the job. And what the audience experienced was remarkably like what I did over hours of previous conversations with Niccol: He is disarmingly practical, charmingly matter-of-fact, and flatly uncompromising. Unlike many CEOs who will say just enough to escape off the stage, he proved open to take on any question about his business with gusto."
Starbucks endured six quarters of declining same-store sales before Brian Niccol took over as chairman and CEO and began a design-led turnaround focused on reviving the 'third place.' Niccol brings turnaround experience from Yum Brands and modernization work at Chipotle, combining marketing savvy with operational rigor. He announced plans ranging from store design changes—including designing a new Starbucks chair—to operational and customer-experience improvements aimed at restoring growth. Niccol projects confidence, displaying practical, matter-of-fact, uncompromising leadership and openness to tough questions. Public appearances and a long interview detailed the strategy and invited scrutiny about the feasibility of restoring past brand prominence.
Read at Fast Company
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