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Brian Niccol’s Starbucks turnaround plan

Brian Niccol’s ‘Back to Starbucks’ plan aims to enhance customer experience, reduce wait times, and restore brand identity.

Published

7 months ago

March 4, 2025

Ahron Young

Brian Niccol’s ‘Back to Starbucks’ plan aims to enhance customer experience, reduce wait times, and restore brand identity.

In Short

Brian Niccol has initiated the “Back to Starbucks” initiative to improve customer experiences and counter falling sales. Changes include menu reduction, reintroducing ceramic mugs, and staff training, while facing challenges from competition and ongoing adjustments.

Brian Niccol has implemented significant changes at Starbucks in the past six months, aiming to revitalise the brand.

He launched the “Back to Starbucks” initiative, focusing on enhancing the customer experience in response to challenges such as long wait times and a malfunctioning mobile ordering system.

Global comparable sales dropped by 7% in late 2024 but showed slight improvement with a 4% decrease in early 2025. Experts believe Niccol’s approach is beneficial, specifically in transforming the customer journey.

To create a more inviting atmosphere, Niccol has reintroduced ceramic mugs for in-store customers and self-serve condiment bars. Baristas are encouraged to personalise the service with notes, and customers can now enjoy complimentary brewed coffee refills.

Mobile ordering

To minimise wait times, Niccol has trimmed the menu by 30% and revamped the mobile ordering system, aiming for service within four minutes. Despite the challenges posed by Starbucks’ size, adopting small coffee shop elements can enhance the experience.

Recently, Starbucks announced the layoff of 1,100 employees to streamline operations. Adjustments in staff structures, processes, and the introduction of more seating are also in progress to enhance in-store experiences.

Marketing experts stress that the success of Niccol’s strategy relies on effective execution and training across all locations.

News

Could Trump’s Middle East peace deal reshape the global economy?

Trump’s ceasefire deal between Israel and Hamas may reshape global markets and trigger new economic dynamics.

Published

5 hours ago

October 13, 2025

Ahron Young

Trump’s ceasefire deal between Israel and Hamas may reshape global markets and trigger new economic dynamics.

Donald Trump’s latest diplomatic breakthrough — a ceasefire and potential peace deal between Israel and Hamas — could have ripple effects far beyond the Middle East. The former U.S. president is eyeing economic reconstruction opportunities in the region, with energy, infrastructure, and trade set to benefit if stability holds.

Experts say the deal could also influence global oil prices, energy markets, and investment flows, as renewed peace opens the door to new development projects. But it could also trigger volatility if negotiations falter or regional rivalries reignite.

As Trump prepares for further talks with China on trade and critical minerals, economists are watching closely. Could this mark the beginning of a new era of economic détente — or the start of another global power struggle centred around strategic resources?

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News

Ceasefire holds as families return to Gaza

Thousands of Palestinians return amid fragile ceasefire, as Egypt hosts talks for lasting peace amidst immense destruction.

Published

5 hours ago

October 13, 2025

ticker NEWS

Thousands of Palestinians return amid fragile ceasefire, as Egypt hosts talks for lasting peace amidst immense destruction.

Thousands of Palestinians are returning home under a fragile ceasefire, as leaders gather in Egypt to discuss lasting peace.

The destruction is immense, but hopes for stability are rising.

#Gaza #Ceasefire #MiddleEast #PeaceTalks #IsraelHamas #tickernews

News

Australia rushes to finalise billion-dollar minerals deal with the U.S.

Australia seeks a $1.2 billion minerals deal with the U.S. to reduce reliance on China ahead of Albanese-Trump talks.

Published

5 hours ago

October 13, 2025

ticker NEWS

Australia seeks a $1.2 billion minerals deal with the U.S. to reduce reliance on China ahead of Albanese-Trump talks.

Australia is racing to secure a landmark critical minerals deal with the United States ahead of Prime Minister Anthony Albanese’s upcoming meeting with President Donald Trump. The agreement, worth an estimated $1.2 billion, aims to strengthen supply chains and reduce both nations’ reliance on China’s mineral dominance.

The deal would see Australia establish a strategic reserve of rare earths, backed by U.S. investment and government funding. Australian miners are being consulted on potential price floors and financing models that could redefine the future of the country’s resources sector.

However, questions remain over the economic risks. Analysts warn that introducing price controls and heavy government intervention could have unintended consequences, especially if China retaliates with tariffs or production cuts. The deal could reshape global competition for critical minerals essential to defence, energy, and technology industries.

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