In his first week on the job, CEO Brian Niccol said improving the company's branding was one of his four priorities to turn ...

Starbucks has been pulling back recent promotions as it works to turn around the company under new leadership. Brian Niccol ...

Starbucks workers said in a recent survey few stores are adequately staffed, and less than half had equipment that reliably ...

Brian Niccol took over the coffee retailer in September, sending shares soaring. Now he needs to revive the excitement.

Just as he did in his early tenure with Chipotle, when he referred to the brand as “invisible,” new CEO Brian Niccol wants to ...

Starbucks is reportedly reversing a push into frequent promos as its new CEO, Brian Niccol, looks to reestablish the brand's ...

For decades, Starbucks avoided entering the realm of discounts and promotions. Howard Schultz, the coffee chain’s founder who ...

Workers at 500 Starbucks stores around the country have joined the Workers United union since late 2021, making it one of the ...

From mobile orders to becoming a hangout spot, Starbucks store employees are hoping Brian Niccol will take action on multiple ...

This is one of several major shifts currently underway at the coffee giant, which has seen two consecutive quarters of ...

Tressie Lieberman, who has worked with Chipotle, Taco Bell and Pizza Hut, will oversee marketing for the coffee shop giant.

CEO Brian Niccol said in a town hall that he wanted to re-emphasize the company’s positioning as a premium brand ...