After a disappointing quarterly earnings report, Starbucks CEO Brian Niccol said, “[i]t is clear we need to fundamentally change our strategy to win back customers.”

The company reported $9.07 billion in revenue, although the expected revenue was $9.36 billion. 

Niccol joined the company on September 9, 2024 and laid out a plan to immediately help improve the company’s business. The plan includes hand delivering a customer’s drink in under four minutes, bringing back the condiment bars, getting rid of extra charges for milk alternatives, cutting back menus, and improving mobile orders and restaurant staffing. The new plan is currently focused solely on North America. 
“I’m very optimistic, despite the near-term challenges,” said Niccol. “I believe we have significant strengths, a strong, enduring brand. We have a clear plan. We’re going to be moving quickly.”