Starbucks CEO Brian Niccol had a simple explanation Tuesday for why his coffee giant is winning back customers across every income bracket, even as rivals struggle to crack the same code: It’s making people feel special.
“I believe what we see with folks is when you give them an experience that they feel is unique, differentiated, special—a little touch of luxury—it goes a long way,” Niccol told analysts on the company’s second-quarter fiscal 2026 earnings call. “And we’re seeing that play out with every income cohort.”
