The Starbucks Turnaround

A look at policy, coffee, and the road ahead

For years, Starbucks in the U.S. has been stuck in a rut—stagnant or even declining—and its missteps have hurt both its reputation and bottom line. Enter Brian Niccol, the same guy who revived Chipotle, now at the helm with a promise to steer Starbucks back on course. Long celebrated as the “third place”—a welcoming haven between home and work—Starbucks has lost its way with policies and product choices that stray far from its core identity. In the following analysis, I’ll delve into where things went wrong—from a disastrous 2018 incident to an overcomplicated, unhealthy menu—and assess whether Niccol’s bold resets can restore Starbucks as a true community fixture and quality coffee destination.