Customers go ‘Back to Starbucks’ as company posts first U.S. growth in 2 years

Global and U.S. sales are up as Brian Niccol’s grand strategy shows signs of life. Since Brian Niccol took over as Starbucks Chairman and CEO in 2024, he’s promised a grand turnaround for the coffee giant by going back to its roots in lovingly designed, customer-centric stores.