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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.

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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.

Ahron Young is an award winning journalist who has covered major news events around the world. Ahron is the Managing Editor and Founder of TICKER NEWS.

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Global politics in flux: Palestine recognition and Albanese speculation

Trump’s UK visit sparks debate on US-UK relations, with implications for future transatlantic ties. Subscribe for more updates!

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Trump’s UK visit sparks debate on US-UK relations, with implications for future transatlantic ties. Subscribe for more updates!


Donald Trump’s visit to the United Kingdom has dominated headlines, sparking debate about the state of US–UK relations. The former president’s high-profile trip is being closely managed by the British government, with many wondering what message he is trying to send to the world stage. Analysts suggest it could reshape the future of transatlantic ties.

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Trump and Republicans honour Charlie Kirk at Arizona memorial

Top Republicans, including Trump, honor Charlie Kirk at a memorial service amid political tensions sparked by his tragic death.

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Top Republicans, including Trump, honor Charlie Kirk at a memorial service amid political tensions sparked by his tragic death.


Top Republicans, including President Donald Trump, gathered at Arizona’s State Farm Stadium to pay tribute to Charlie Kirk. The conservative activist was remembered in a memorial service following his tragic shooting death, which has sparked political tensions across the country.

Thousands of supporters, many dressed in patriotic colours, attended the service to celebrate Kirk’s contributions to the conservative movement. The event balanced political and religious tributes, with speakers urging attendees to carry on his legacy and continue the work he started.

Security was visibly heightened, with authorities preparing for protests and the charged atmosphere reflecting the polarised debate surrounding Kirk’s death. The memorial served as both a commemoration and a call to action for his supporters.

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Erika Kirk delivers emotional address at Charlie Kirk’s memorial:

Erika Kirk’s heartfelt memorial address: “He blinked and saw his Savior in paradise,” resonated with a cheering stadium.

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Erika Kirk’s heartfelt memorial address: “He blinked and saw his Savior in paradise,” resonated with a cheering stadium.


Erika Kirk delivers emotional address at her late husband Charlie Kirk’s memorial:

“He blinked and saw his Savior in paradise.”

She started praying as everyone in the stadium cheered her.


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