Starbucks CEO says he won’t move HQ out of Seattle for now

Starbucks CEO Brian Niccol wants to regain the company’s footing by focusing on the brand’s identity as “a welcoming coffee house.”

Transcript

00:00New Starbucks CEO Brian Nickell is keeping the coffee chain's home base in Seattle,

00:04even though he lives over a thousand miles away. Since its inception in 1971,

00:08Starbucks has been headquartered near its original Pike Place store in Seattle.

00:12And while Nickell has outlined a long list of changes he envisions for the company,

00:15uprooting the headquarters isn't one of them. At least for now.

00:18He told Yahoo Finance that he wants to focus on more abstract changes,

00:21and that means he'll be super commuting from Orange County to Seattle,

00:25likely on a Starbucks private jet.

00:27The former Chipotle CEO is determined to turn the company around with what he's dubbed the

00:31Back to Starbucks plan, which includes slimming down the menu, getting customers their orders

00:35in four minutes or less, and improving mobile order offerings.