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Howard Schultz says he 'did a cartwheel' when Starbucks CEO Niccol coined 'back to Starbucks' strategy
- At the 2025 Leadership Experience event in Las Vegas, former Starbucks CEO Howard Schultz unexpectedly joined the gathering and publicly supported current CEO Brian Niccol’s ‘Back to Starbucks’ initiative.
- Niccol introduced this strategy after taking over in September 2024 to address slumping sales and restore Starbucks' culture following the board's ousting of Laxman Narasimhan.
- Schultz emphasized the need to differentiate through coffee, maintain Starbucks as a welcoming 'third place,' and improve mobile ordering and drink creation to focus on premium items.
- Starbucks shares have risen nearly 20% since April 2025, reflecting market optimism amid the turnaround and Schultz's public support of Niccol's leadership.
- Schultz, who no longer holds a formal role and sold his holdings between late 2024 and early 2025, stated he has no plans to return as CEO but expressed optimism about Starbucks' future.
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CEO Brian Niccol’s Bold ‘Back to Starbucks’ Strategy Endorsed by Company Founder Howard Schultz - RetailWire
Starbucks founder Howard Schultz has endorsed company CEO Brian Niccol’s bold “Back to Starbucks” strategy, first introduced in September 2024. At the 2025 Starbucks Leadership Experience in Las Vegas, Chairman and CEO Brian Niccol joined founder Howard Schultz to reflect on the company’s legacy and future, per a company blog post. Niccol and Schultz highlighted the company’s “Back to Starbucks” strategy, focusing on delivering exceptional coffe…
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The Smart Citizen ReportHoward Schultz says he ‘did a cartwheel’ when Starbucks CEO Niccol coined ‘back to Starbucks’ strategy
LAS VEGAS. — Former Starbucks CEO Howard Schultz said Wednesday that he “did a cartwheel” in his living room when current chief executive Brian Niccol first coined his “back to Starbucks” strategy. The enthusiasm from the 71-year-old Starbucks chairman emeritus is a key stamp of approval for Niccol as he tries to lift the company’s slumping sales and restore the chain’s culture. Schultz, who grew Starbucks from a small chain into a global coffee…
Howard Schultz says he 'did a cartwheel' when Starbucks CEO Niccol coined 'back to Starbucks' strategy - Business Fast
Former Starbucks CEO Howard Schultz drinks from a Starbucks mug while testifying before a Senate Health, Education, Labor, and Pensions Committee hearing to answer questions about the company’s compliance with labor law on Capitol Hill in Washington., U.S., March 29, 2023. Julia Nikhinson | Reuters LAS VEGAS — Former Starbucks CEO Howard Schultz said Wednesday that he “did a cartwheel” in his living room when current Chief Executive Brian Nicc…
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