How Starbucks’ CEO is revamping the brand

Starbucks CEO Brian Niccol made waves this week by announcing a new Return-to-Office mandate for corporate workers. It’s the latest in a string of changes the coffee company is making to restore its position in the US and global marketplace. Hear Niccol explain his revamped brand strategy in this conversation from February of 2025. He shares insights about evolving Starbucks’ business model, tackling the Chinese market, and how AI and tariffs are poised to shape the brand’s future. 

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