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As part of Starbucks‘ 33rd Annual Meeting of Shareholders on 12 March 2025, CEO and Chairman Brian Niccol shared early progress in the company’s Back to Starbucks plan, and confidence in returning the business to growth.
The meeting, led by Josh Gaul, Vice President General Counsel and Corporate Secretary, began with a coffee tasting from its original Pike Place store, led by partners, tasting the new Sunsera blend, and a look at Starbucks reintroduction to the world with its Hello Again ad.
“From bean to cup, it’s the people at Starbucks that make us special… The moment of connection between a customer and their barista can mean so much, especially in today’s fast-paced and sometimes isolating world. I’m proud to call them partners, and I’m proud of all they do. Together, it’s what makes our brand enduring and iconic,” says Niccol.
Six months after taking the helm as Starbucks CEO, Niccol outlined the Back to Starbucks plan designed to reconnect the company with “who we are when we’re at our best”, amid ongoing challenges.
As part of its Back to Starbucks plan, the company is focused on “reestablishing Starbucks as the community coffeehouse” which recently involved reducing the frequency of discount-driven offers and simplification of its menu in the United States (US).
“We’ve added condiment bars back to our US stores, are serving drinks in ceramic mugs and glasses, and we’ve brought back the sharpies to write messages on cups,” says Niccol.
“In response to feedback from customers and partners, we also rolled out a new code of conduct that helps create a warm and welcoming environment in every store. I’m happy to say the third place is alive and well. It’s as needed as it ever was, but we have a lot of work to do to ensure every Starbucks provides that experience.”
Niccol says early reactions have indicated these were the “right steps for our partners, our customers, and the business”.
“As we take our next steps, we’ll continue to enhance the health of our store portfolio. We’re working hard to ensure our coffeehouses have the right vibe…we want to invite customers in, showcase our great coffee, provide a comfortable place to stay, and make them feel like their visit was time well spent.”
Meanwhile, Mellody Hobson, former Lead Independent Director, reflected on her 20-year tenure on the Starbucks board as she steps down.
“The current board is stocked with a deep bench of world class business minds, and with Brian now firmly at the helm, I am confident Starbucks is in excellent hands. Together, Brian and the board will guide this company into the future…while remaining laser-focused on driving long-term value for all stakeholders,” she says.
Shareholders voted on several proposals during the meeting and approved members of the Starbucks Board of Directors, including Jørgen Vig Knudstorp as Lead Independent Director, with results expected to be posted shortly.
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