Starbucks CEO Brian Niccol rules out a value menu as chain revamps
Update: 2025-10-31
Description
Starbucks, under new CEO Brian Niccol, is navigating challenges such as rising coffee bean costs and store closures, but has managed to halt its revenue decline. Despite pressure to raise menu prices, Niccol remains committed to maintaining affordability. The company is focusing on its Green Apron service model to improve customer experience, emphasizing human connection over AI. However, it faces union demands for better pay and benefits, while also dealing with unionized employees representing around 12,000 of its 201,000 North American workforce.
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