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USA Business Watch – Insightful News on Economy, Finance, Politics & Industry
Home » Brian Nicol talks about turnaround
Banking & Finance

Brian Nicol talks about turnaround

Bussiness InsightsBy Bussiness InsightsJanuary 29, 2026No Comments3 Mins Read
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Starbucks CEO Brian Nicol talks about turnaround plan: This is really just the beginning

starbucks is expected to present its long-term forecast at an investor presentation in New York City on Thursday and share details about how it plans to achieve these financial goals.

When Starbucks suspended its outlook in October 2024, its long-term forecast was for global same-store sales to increase at least 5%, revenue to increase at least 10% and earnings per share to increase at least 15%.

Starbucks stock has fallen about 5% over the past year, dropping its market value to about $108 billion. Adding to the company’s challenges, investors are concerned about a broader decline in consumer spending and soaring coffee prices.

The investor day comes a day after the company released its first quarter earnings report.

A customer enters a Starbucks coffee shop on Tuesday, January 27, 2026 in San Francisco, California, USA.

David Paul Morris | Bloomberg | Getty Images

The coffee chain’s foot traffic increased for the first time in two years, and same-store sales rose 4%. CEO Brian Nicol told CNBC’s “Squawk Box” Thursday morning that the company is making progress on some of its goals, such as making every drink in under four minutes.

“This is really just the beginning,” Niccol said of the company’s turnaround.

Menu changes like protein cold foam have helped Starbucks attract both loyal and infrequent customers, he told CNBC’s Andrew Ross Sorkin. Going forward, the company plans to further innovate its menu, as well as make changes to its rewards program and improve its digital experience, he added.

But while Starbucks’ turnaround strategy is paying off in sales, investments in its restaurants and workforce weighed on profits in the first quarter. The company’s quarterly earnings per share fell short of Wall Street expectations.

Executives on Wednesday released the company’s full-year outlook for the first time since Nicol put it on hold more than a year ago, shortly after joining the company’s leadership team. Starbucks expects fiscal 2026 adjusted earnings per share to be in the range of $2.15 to $2.40, with global and U.S. same-store sales growth of at least 3%.

Under Nicol’s leadership, the company has sought to “return to Starbucks” after years of prioritizing mobile ordering and profits at the expense of customer and employee experiences. Small changes include putting seating back in cafes, requiring baristas to write messages on cups again, and reducing the menu.

Big moves like renovating cafes to make them more inviting and hiring more baristas are hurting profits, but executives expect margins to eventually recover.



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