CEO Brian Niccol’s Bold ‘Back to Starbucks’ Strategy Endorsed by Company Founder Howard Schultz
Schultz believes that Starbucks' coffee-first identity is essential to its continued success.
Starbucks founder Howard Schultz has endorsed company CEO Brian Niccol’s bold “Back to Starbucks” strategy, first introduced in September 2024.
At the 2025 Starbucks Leadership Experience in Las Vegas, Chairman and CEO Brian Niccol joined founder Howard Schultz to reflect on the company’s legacy and future, per a company blog post. Niccol and Schultz highlighted the company’s “Back to Starbucks” strategy, focusing on delivering exceptional coffee, crafted by skilled baristas in inviting coffeehouses.
“When I heard you speak for the first time about Back to Starbucks, I did a cartwheel in my living room!” said Schultz to Niccol. “It’s short, it’s to the point, and it’s exactly the tip of the spear of who we should be, and who we are. And we are, above all else, a coffee company.”
“The craft of coffee has to be front and center. We must differentiate ourselves through coffee,” Schultz continued.
He concluded, “With coffee as the foundation, there are so many things we can do that create opportunities for the company, but the foundation must be coffee. Our core purpose and reason for being is to exceed the expectations of one customer and one partner at a time.”
Balancing the Needs of Starbucks Partners and Customers in Every Decision
Additionally, Schultz and Niccol emphasized Starbucks’ lasting role as a “third place,” a welcoming community space. Schultz responded, “The third place is not something we need to reinvent, it’s who we are. We are a company that is steeped in humanity, in human connection, because of all of you and the people you represent,” he added.
“Take it personal. Understand your responsibility to every customer and partner. That’s how we win,” Schultz concluded on how Starbucks can continue to change and grow in an uncertain marketplace.
The company founder reiterated his “two chairs” metaphor, emphasizing the importance of considering both partners and customers in every decision. He explained, “If a decision doesn’t exceed expectations for both, we simply don’t move forward. It’s our responsibility to honor them equally.”
He concluded his message with the following statement meant to inspire employees, shareholders, and the company’s workforce. “Our success is not an entitlement — it must be earned. I’ve never been more optimistic about Starbucks’ future. Take it back. Be true to the coffee. Be true to your partners. Let’s surprise the world again.”
