• Investing
  • Stock
Round Table Thoughts
  • Economy
  • Editor’s Pick
Home Editor's Pick Howard Schultz says he ‘did a cartwheel’ when Starbucks CEO Niccol coined ‘back to Starbucks’ strategy
Editor's Pick

Howard Schultz says he ‘did a cartwheel’ when Starbucks CEO Niccol coined ‘back to Starbucks’ strategy

by June 12, 2025
by June 12, 2025 0 comment
Share
0
FacebookTwitterPinterestWhatsapp

LAS VEGAS. — Former Starbucks CEO Howard Schultz said Wednesday that he “did a cartwheel” in his living room when current chief executive Brian Niccol first coined his “back to Starbucks” strategy.

The enthusiasm from the 71-year-old Starbucks chairman emeritus is a key stamp of approval for Niccol as he tries to lift the company’s slumping sales and restore the chain’s culture.

Schultz, who grew Starbucks from a small chain into a global coffee giant, made a surprise appearance at the company’s Leadership Experience in Las Vegas and cosigned Niccol’s plans. The three-day event has gathered more than 14,000 North American store leaders to hear from Starbucks management as the company embarks on a turnaround.

Niccol took the reins in September, joining the company after the board ousted Laxman Narasimhan, Schultz’s handpicked successor.

Schultz had returned in 2022 for his third stint as chief executive, but it was only an interim role. He previously told CNBC that he has no plans to come back again. Schultz no longer holds a formal role within the company, although CNBC has previously reported that he’s forever entitled to attend board meetings unless barred by the company’s directors.

During Niccol’s first week on the job, he outlined plans for the comeback in an open letter, making the commitment to get “back to Starbucks.” More details on how the chain planned to return to its roots followed in the ensuing months, from bringing back seating inside cafes to writing personalized messages on cups. Under Niccol’s leadership, the company’s marketing has shifted to focus on its coffee, rather than discounts and promotions.

When Starbucks announced Narasimhan’s firing and Niccol’s hiring, Schultz issued a statement of support, saying that the then-Chipotle CEO was the leader that the company needs. However, the Leadership Experience marks the first time that Niccol and Schultz have appeared publicly together.

During Narasimhan’s short tenure as CEO, Schultz did not mince words when the company’s performance fell short of his expectations. After a dismal quarterly earnings report, he weighed in publicly on LinkedIn, saying the company needs to improve its mobile order and pay experience and overhaul how it creates new drinks to focus on premium items that set it apart.

But Schultz said Starbucks’ problems went further than just operational issues and lackluster beverages and food.

“The culture was not understood. The culture wasn’t valued. The culture wasn’t being upheld,” he said on Wednesday.

This post appeared first on NBC NEWS
You Might Also Like
  • Electric vehicle owners face the cold truth as temperatures plummet
  • 74 percent of all electricity meters in North America are now smart
  • Rush orders, cut costs, crossed fingers: How small businesses are preparing for tariffs
  • Russian oligarch’s yacht is costing U.S. taxpayers close to $1 million a month
Share
0
FacebookTwitterPinterestWhatsapp

previous post
U.S. online stores put up ‘out of stock’ signs as Nintendo Switch 2 sales hit record highs
next post
What the S&P 500, VIX, and ARKK are Telling Us Now

You may also like

Titanic submersible lost at sea raises legal questions for high-risk...

June 22, 2023

How the IoT Can Make Shipping More Efficient

November 24, 2022

More Americans are so worried about money, it’s hurting their...

May 10, 2023

We found many loose bolts on our Max 9 planes...

January 25, 2024

UAW announces new strike locations as walkout enters second week

September 26, 2023

Express files for bankruptcy, plans to close nearly 100 stores...

April 23, 2024

ESPN, Fox and Warner Bros. Discovery to launch joint sports...

February 7, 2024

Honda and Nissan officially begin merger talks to create world’s...

December 24, 2024

Microsoft to lay off more employees months after letting 10,000...

July 11, 2023

Meta approves plan for bigger executive bonuses following 5% layoffs

February 22, 2025

    Stay updated with the latest news, exclusive offers, and special promotions. Sign up now and be the first to know! As a member, you'll receive curated content, insider tips, and invitations to exclusive events. Don't miss out on being part of something special.


    By opting in you agree to receive emails from us and our affiliates. Your information is secure and your privacy is protected.

    Recent Posts

    • Money’s Not Leaving the Market — It’s Rotating!

      July 3, 2025
    • Tariffs and weaker beer demand are weighing on Modelo owner Constellation Brands

      July 3, 2025
    • Microsoft laying off about 9,000 employees in latest round of cuts

      July 3, 2025
    • Missed Disney’s Rally? Grab This Defined-Risk Put Spread for a Second Chance

      July 2, 2025
    • Market Signals Align – Is a Bigger Move Ahead?

      July 2, 2025

    Popular Posts

    • 1

      Biden appointee played key role in recruiting Chinese...

      June 25, 2024 3,628 views
    • 2

      Trump-era China sanctions ended by Biden may be...

      June 27, 2024 2,910 views
    • 3

      Walz’s honeymoon with China gets fresh scrutiny as...

      August 9, 2024 2,601 views
    • 4

      Shein’s global ambitions leaves some cybersecurity experts fearful...

      July 10, 2024 2,566 views
    • 5

      Harris VP pick spent years promoting research facility...

      August 29, 2024 2,442 views

    Categories

    • Economy (7,009)
    • Editor's Pick (2,162)
    • Investing (538)
    • Stock (2,651)

    Popular Posts

    • 1

      Biden appointee played key role in recruiting Chinese businesses to Delaware: ‘Longtime friends’

      June 25, 2024
    • 2

      Trump-era China sanctions ended by Biden may be revived under new House GOP bill

      June 27, 2024
    • 3

      Walz’s honeymoon with China gets fresh scrutiny as Harris camp blasts ‘lying’ critics

      August 9, 2024
    • 4

      Shein’s global ambitions leaves some cybersecurity experts fearful of Chinese spy threats

      July 10, 2024
    • 5

      Harris VP pick spent years promoting research facility that collaborated with ‘Chinese military company’

      August 29, 2024

    Latest News

    • Money’s Not Leaving the Market — It’s Rotating!

      July 3, 2025
    • Tariffs and weaker beer demand are weighing on Modelo owner...

      July 3, 2025
    • Microsoft laying off about 9,000 employees in latest round of...

      July 3, 2025

    Categories

    • Economy (7,009)
    • Editor's Pick (2,162)
    • Investing (538)
    • Stock (2,651)

    Disclaimer: RoundTableThoughts.com, its managers, its employees, and assigns (collectively “The Company”) do not make any guarantee or warranty about what is advertised above. Information provided by this website is for research purposes only and should not be considered as personalized financial advice. The Company is not affiliated with, nor does it receive compensation from, any specific security. The Company is not registered or licensed by any governing body in any jurisdiction to give investing advice or provide investment recommendation. Any investments recommended here should be taken into consideration only after consulting with your investment advisor and after reviewing the prospectus or financial statements of the company.

    Copyright © 2024 RoundTableThoughts.com. All Rights Reserved.

    Round Table Thoughts
    • Investing
    • Stock
    Round Table Thoughts
    • Economy
    • Editor’s Pick

    Read alsox

    The Things Industries Reaches 1 Million...

    February 8, 2023

    Ford turns ‘dirty’ business into a...

    August 7, 2024

    Boeing says it’s progressing on safety...

    April 3, 2025
    Sign In

    Keep me signed in until I sign out

    Forgot your password?

    Password Recovery

    A new password will be emailed to you.

    Have received a new password? Login here