Starbucks CEO Brian Niccol Overhaul: Key Changes

Brian Niccol has completed his first year as CEO of Starbucks, spearheading a wide range of changes under the "Back to Starbucks" campaign. Since joining the company in September 2024, Niccol has focused on reversing slumping sales and reinvigorating the customer experience.

The revitalization effort includes significant operational shifts, menu updates, and corporate restructuring. Notable changes involve the reintroduction of self-serve condiment bars, the elimination of non-dairy milk surcharges, and the implementation of a new service model called "Green Apron Service." The company has also closed more than 600 stores and reduced corporate staff through two rounds of layoffs.

Other updates include a refreshed mobile app, a new dress code for baristas, and the rollout of protein-focused menu options. While some changes have driven sales growth, others, such as the new dress code, have led to protests among unionized workers.

In September 2024, Brian Niccol assumed the role of CEO at Starbucks with a clear objective: refocus the company on its core identity. He immediately launched the "Back to Starbucks" campaign to address an increasingly competitive coffee landscape. Niccol stated, "Today, I'm making a commitment: We're getting back to Starbucks. We're refocusing on what has always set Starbucks apart — a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas."

The campaign has guided all subsequent operational and consumer-facing changes. Under this banner, the company has sought to streamline service while reviving the neighborhood coffeehouse vibe. Early initiatives focused on customer customization and personal interaction.

Specific changes implemented in late 2024 included:

• The reintroduction of the self-serve condiment bar in October 2024.
• A policy requiring baristas to write friendly notes on customers' cups.
• Streamlining mobile app customization options to ease execution during peak periods.

Starbucks has undergone several pricing and menu adjustments throughout Niccol's first year. In November 2024, the company eliminated its surcharge for non-dairy milk alternatives. By June 2025, the pricing structure for add-ons such as syrups, sauces, and matcha was updated to a flat rate per serving.

During a July 2025 earnings call, Niccol indicated that further price changes might be necessary but would be the "last lever" pulled during the turnaround. In December, the company confirmed that prices for brewed coffee and espresso shots at company-operated stores would remain unchanged through 2026, taking a "targeted and surgical approach" to pricing in North America.

The menu itself saw a significant overhaul. Niccol announced plans to cut 30% of menu items to streamline service. This was followed by the introduction of a new protein-focused menu and seasonal items, which reportedly drove a surge in sales. The company also experimented with an aperitivo menu featuring sparkling beverages and snackable bites.

Significant structural changes occurred at Starbucks headquarters and across its retail footprint. The company faced two rounds of layoffs targeting corporate staff. The first round occurred in February 2025, resulting in the reduction of 1,100 corporate jobs. A second round took place in September 2025 as part of a broader restructuring effort, cutting an additional 900 non-retail positions.

In July 2025, Niccol announced an increase in the in-office requirement for corporate employees, raising it from three to four days a week starting in October. As part of the September restructuring, Starbucks closed more than 600 locations across North America. The company stated these closures targeted stores where it was "unable to create the physical environment our customers and partners expect" or where there was no "path to financial performance."

Conversely, the company is investing in physical upgrades. As of the fourth quarter of 2025, Starbucks had completed nearly 70 "uplifts" to café locations, primarily in New York and Southern California, with plans to complete over 1,000 by October 2026.

Operational changes extended to staffing and service protocols. In January 2025, Starbucks updated its mission statement and introduced several in-store policies. These included free refills for brewed coffee and tea, the rollout of ceramic cups, and the reintroduction of a policy restricting restroom use to paying customers.

A new service model, "Green Apron Service," was piloted and expanded in May 2025. The model focuses on "creating moments of personal connection at the counter." It requires baristas to greet customers at the door and introduces a new staffing position dedicated to handing off cups.

Also in May 2025, a new dress code was implemented, requiring staff to wear black tops and pants in blue, black, or khaki colors. This change prompted unionized baristas to stage a walkout in protest.