A Reuters analysis on September 9, 2026, marks the two-year anniversary of CEO Brian Niccol’s tenure. His Back to Starbucks strategy successfully revived customer traffic and global sales. Global comparable store sales rose significantly following substantial investments in store improvements and labor.
Focus now shifts to improving profitability as turnaround costs squeeze margins. Investors expect Niccol to translate recent sales growth into sustainable profits. The company aims to boost operating margins through cost discipline and operational efficiencies.
Ongoing challenges remain for the coffee giant. Starbucks continues to navigate labor relations with the U.S. barista union.