DUBAI, September 10, 2025 (Qahwa World) – One year after taking over as CEO of Starbucks, Brian Niccol says the global coffee chain is “ahead of schedule” in its ambitious turnaround efforts. The company is moving faster than anticipated in reshaping its business through aggressive store redesigns, a revamped rewards program, and the introduction of new food and beverage options, as it works to recover from declining traffic and financial pressures seen in recent years.
Niccol, who became the third CEO of the company in just two years, inherited a business under pressure from unionization drives and falling store visits. He stressed that his first task was to focus on strengthening the fundamentals before building new layers of innovation. He added that Starbucks is now well positioned to move forward with changes to its menu, improvements to the digital rewards program, and investments in technology to enhance the customer experience.
In remarks reported by Fox News, Niccol explained that the redesign efforts are not limited to aesthetics but also intended to enable the company to open more locations with greater efficiency and lower costs. Starbucks has already begun rolling out its “Green Apron Service” model, which uses tools such as the Smart Queue system to sequence orders across mobile pickup, drive-thru, and cafés, reducing wait times and ensuring a smoother flow of service.
According to Niccol, 80% of beverages are now being prepared in under four minutes, compared with just 60% before the changes were introduced, while mobile orders are surpassing a 95% completion rate within the same time benchmark. The company is also set to launch a new protein-focused menu at the end of September, alongside additional food choices designed around snacking, gluten-free products, and protein-forward options.
Niccol emphasized that the company’s plan to redesign thousands of U.S. stores by 2026—out of more than 17,000 nationwide—is central to its transformation. By 2027, he hopes the pace will accelerate further to avoid falling behind on updates. The refreshed look will feature oversized chairs, couches, high-tops, and regular tables, designed to provide “a seat for every occasion.” He also noted that the goal is not to limit how long customers stay but rather to create an environment that encourages them to spend more time in the stores, reflecting the essence of the coffeehouse culture.
He added that the company is reassessing store sizes and equipment needs to bring down operating costs. In the past, Starbucks had invested in larger buildings and unnecessary equipment, but Niccol argued that what truly matters is having “a great coffeehouse with good seats, the right staffing levels, and partners in the right place at the right time to serve customers.”
Despite ongoing economic headwinds that have made consumers more cautious in their spending, Niccol insisted that Starbucks’ value lies in its distinctive mix of high-quality coffee and unique store atmosphere. He highlighted the company’s access to top beans, its advanced Clover Vertica brewing system that ensures freshly ground and brewed coffee for every cup, and the personal connections between baristas and customers.
A new version of the company’s loyalty rewards program is also planned for early 2026. Still under development, the revamped program is expected to strengthen the value proposition for customers and become another driver of growth. Niccol concluded by expressing confidence that Starbucks would finish the current fiscal year on solid footing and enter 2026 “from a position of strength,” closing the first year of change on an optimistic note for one of the world’s most recognized coffee brands.
