The Niccol Effect: How Starbucks Reclaimed its Identity and Fueled a 2026 Growth Surge
SEATTLE — When Brian Niccol took the helm of Starbucks in September 2024, the global coffee titan was at a crossroads. Facing a cooling domestic market, operational friction caused by a surge in mobile ordering, and a perceived erosion of its "Third Place" brand identity, the company needed more than a marginal adjustment; it needed […]

