Niccol said Starbucks was founded on customer experience, and wants to return the brand to a position of excellence.

The new initiative is part of a massive push to return Starbucks to its roots, refocus on the brand's core values, and improve operational efficiency

Starbucks announced that it's shuttering an entire line of stores in 2026. See which Ohio locations are on the chopping block.

Starbucks’ ultimate goal, its CEO says, is to return a community coffeehouse vibe to the world’s largest coffee shop chain.

CEO sets a new service goal for baristas in order to improve in-store experience for customers, changes happen at stores across the U.S.

In the midst of a headline-grabbing turnaround effort, the coffee boss insisted that things are moving faster than expected. Investors appear to agree.

The chain is looking for a local partner to help run its stores in China as it looks to open "thousands" more outlets there in the future.

Brian Niccol has led Starbucks for almost a year, and it has been a bumpy ride to revamp the coffee chain’s brand. Wall Street thinks the path for the rest of this year for his “Back to Starbucks ” plan will be anything but straight.