Starbucks CEO Brian Niccol Begins U.S.-Focused Growth Strategy Following Q4 Earnings Miss

Benzinga

Starbucks CEO Brian Niccol is initiating a U.S.-focused growth after the coffee giant missed fourth-quarter earnings expectations. Starbucks will reintroduce condiment bars, remove charges for milk alternatives, streamline menus, and enhance staffing to improve the customer experience. The company scaled back on new locations in 2025 to free up capital for broader changes. Starbucks' current strategy centers on North America, with CEO Brian Niccol planning to assess the Chinese market firsthand before addressing sales challenges.

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00:00It's Benzinga, bringing Wall Street to Main Street.

00:02Starbucks CEO Brian Nickell is initiating a U.S.-focused growth after the coffee giant

00:07missed fourth quarter earnings expectations. Starbucks will reintroduce condiment bars,

00:12remove charges for milk alternatives, streamline menus, and enhance staffing to improve the

00:16customer experience. The company scaled back on new locations in 2025 to free up capital

00:22for broader changes. Starbucks' current strategy centers on North America, with CEO Brian Nickell

00:27planning to assess the Chinese market firsthand before addressing sales challenges there.

00:32For all things money, visit Benzinga.com.

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