Brian Niccol took over the coffee retailer in September, sending shares soaring. Now he needs to revive the excitement.

Tressie Lieberman, who has worked with Chipotle, Taco Bell and Pizza Hut, will oversee marketing for the coffee shop giant.

For decades, Starbucks avoided entering the realm of discounts and promotions. Howard Schultz, the coffee chain’s founder who ...

In his first week on the job, CEO Brian Niccol said improved the company's branding was one of his four priorities to turn ...

Starbucks workers said in a recent survey few stores are adequately staffed, and less than half had equipment that reliably ...

CEO Brian Niccol said in a town hall that he wanted to re-emphasize the company’s positioning as a premium brand ...

Workers at 500 Starbucks stores around the country have joined the Workers United union since late 2021, making it one of the ...

Brian Niccol ordered his deputies to quietly reduce the plethora of discounts that were introduced to lure back ...

Starbucks has been pulling back recent promotions as it works to turn around the company under new leadership. Brian Niccol ...

This is one of several major shifts currently underway at the coffee giant, which has seen two consecutive quarters of ...

Starbucks is reportedly reversing a push into frequent promos as its new CEO, Brian Niccol, looks to reestablish the brand's ...

New Starbucks CEO Brian Niccol is pushing the brand to pull back on discounting and promotions, according to the Wall Street ...