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The Latest Breaking News from Brian Niccol

Starbucks lays off 300 office staff

Some 2,300 corporate employees have been let go in three rounds of layoffs since February 2025

The Independent UK

Starbucks To Cut Hundreds Of Corporate Jobs As Part Of Push To 'Return The Company to Durable Profitable Growth'

Starbucks announced on Friday that it will cut 300 corporate jobs in the U.S. and shut down some regional support offices as part of a push to "return the company to durable, profitable growth."

International Business Times

Nine dollars for a Starbucks is an ‘affordable luxury’? CEOs need to wake up and smell the coffee

The head honcho thinks splurging nearly $10 on a beverage during a cost-of-living crisis is fine for a ‘special experience’. It’s time to offer my own valuable advice, writes Arwa Mahdawi

The Guardian - UK

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Starbucks Faces Customer Backlash Over New Small Table Design and Reduced Cafe Seating Footprints

A viral Reddit post revives criticism of Starbucks' small tables as the chain renovates 1,000 stores, closes hundreds, and defends its $9 coffee as a 'premium experience'.

International Business Times UK

Starbucks CEO gets roasted for $9 'premium experience' remarks, but Wall Street toasts his tariff-era turnaround strategy

Brian Niccol pitched a $9 cup of coffee as an affordable luxury that people don't mind "splurging" on. The internet didn't agree.

Fortune

Who Is Brian Niccol? 'Tone Deaf' Starbucks CEO Slammed for Justifying $10 Coffee as 'Affordable Premium Experience'

Starbucks CEO Brian Niccol faces online backlash for calling a $9 coffee an 'affordable premium experience' while earning $96 million in his first year.

International Business Times UK

Starbucks CEO draws internet backlash after ‘$9 experience’ justification for menu prices

Social media users called the CEO ‘out of touch’ and ‘disconnected’

The Independent UK

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'Out of Touch' Starbucks CEO Tells Struggling Consumers to View $9 Lattes as an Affordable Luxury for the 'Experience'

Starbucks CEO Brian Niccol has sparked a viral backlash after framing nine-dollar lattes as a 'splurge' experience during a high-stakes 2026 earnings call.

International Business Times UK

5 Stocks to Buy in May Before the Next AI Surge Hits

The S&P 500 broke to new highs in April and signals a robust uptrend ahead, with the target now well above 7,500 and many tech stocks following suit.

MarketBeat

Brian Niccol’s nascent Starbucks turnaround starts with treating workers better

Also: All the news and watercooler chat from Fortune.

Fortune

Should You Buy SBUX Stock Following Starbucks' Blockbuster Q2 Earnings?

Starbucks shares rallied yesterday on blockbuster Q2 earnings. But famed investor Jim Cramer sees SBUX stock pushing higher as the year unfolds.

Barchart

Niccol Effect Has Starbucks Stock Barreling Toward Fresh Highs

Starbucks had a stellar quarter with comp store growth rising and accelerating, beating consensus estimates, and improvements are expected to continue.

MarketBeat

‘A little touch of luxury, it goes a long way’: Starbucks CEO sees the turn in the turnaround as human touch sings

Brian Niccol’s bet that Starbucks can function as an affordable indulgence for every income cohort just got its strongest data point yet.

Fortune

As Contract Negotiations Drag On, Texas Starbucks Workers Have Learned the Power of Organizing

“We have an in everywhere. It's not hard to talk to other people that do the same thing that you do on a daily basis, and oftentimes they have the same grievances that you do."

Texas Observer

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news in one place.

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Fortune

The economist who was terrified of AI just found a rare reason for hope

Alex Imas spent years warning AI could collapse labor markets and crater demand. But he's been working on a new theory about what could go right.

Fortune

Starbucks wants you to ask ChatGPT about what coffee to get, right as America boils over with AI backlash vibes

AI-powered recommendations promise to simplify shopping and coffee runs, but data suggests humans are just messier than that.

Fortune

Starbucks' game plan to roll out AI chatbots at cafes could serve as a 'litmus test' for the industry, analyst says

“Green Dot Assist,” an AI-powered virtual assistant, is intended to simplify baristas’ jobs and fulfill orders faster.

Fortune

Starbucks CEO admits the chain 'ran like a manufacturing facility'

Brian Niccol said Starbucks isn’t really a coffee company, but it shouldn’t be a manufacturing company, either. The secret is something else.

Get all your
news in one place.

100's of premium titles.
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Fortune

Starbucks' Howard Schultz moved to Seattle 44 years ago with his wife, dog, and not much else. Here's how he built his $6.6 billion fortune

Schultz also just announced his move from Seattle to Miami.

We Got This Covered

A mom paid $5 for a large bag of Chipotle chips, but one look inside sent her straight back through the door

She didn't even make it out of the parking lot.

International Business Times

Starbucks' Turnaround Gains Traction: SBUX Shares Reflect 'Back to Starbucks' Progress in Early 2026

Starbucks Corporation (NASDAQ: SBUX) has emerged from a period of stagnation with clear signs of a recovery, as the coffee giant's "Back to Starbucks" turnaround plan—spearheaded by CEO Brian Niccol—begins to show tangible results in early 2026.

Fortune

McDonald’s CEO’s viral burger taste test has a silver lining

McDonald’s CEO Chris Kempczinski’s taste test turned into a viral meme war that shows how risky the CEO-influencer model has become.

MarketBeat

Starbucks Gets a Jolt After Earnings, But Will the Buzz Last?

Starbucks stock surged after earnings, but margin pressure, coffee prices, and valuation raise questions about whether SBUX can sustain the rally

Fortune

‘What do you think is going on with the stock price?’: Starbucks CEO Brian Niccol says baristas’ market savvy makes him proud

“I love it,” Niccol told investors. “Because, you know, that means they care.”

Fortune

Starbucks CEO Brian Niccol's turnaround plan includes measuring stores on just five metrics

Also: All the news and watercooler chat from Fortune.

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