Name: Starbucks CEO on Turnover and the ‘Back to Starbucks’ Strategy
Uploaded: 2026-01-01T12:13:00Z
Duration: 1 min 24 s
Description: Starbucks’ CEO Brian Niccol discusses the challenges of scaling a turnaround across the company's large workforce and how the "barista connection" is key to the brand's recovery.

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Starbucks’ CEO Brian Niccol discusses the challenges of scaling a turnaround across the company's large workforce and how the "barista connection" is key to the brand's recovery. Photo: Sean T. Smith for the WSJ Leadership Institute

https://m.wsj.net/video/20251222/8d966049-39fd-4139-b9cf-60be692e54ed/1/hls/manifest-hd-wifi.m3u8

Starbucks’ CEO Brian Niccol discusses the challenges of scaling a turnaround across the company's large workforce and how the "barista connection" is key to the brand's recovery.

Starbucks CEO on Turnover and the ‘Back to Starbucks’ Strategy

It's the first year I'm sure, you know, a giant company like this, the first year, lots of things happened that you didn't expect. What's been the hardest thing about this turnaround for you so far?

You know, actually, I was just talking about this with Mike a little bit. I just underestimated the scale and the magnitude of people. You know, we've got 250,000 employees and we call 'em partners in the United States. So in order to get everybody on kind of the same path, it takes a little bit longer adoption curve.

And you have like 50% turnover too, right?

We have 50% turnover, but luckily our coffee house leaders, the turnover is more in the 20% range. So those are the folks that are actually running the coffee house, setting the culture, setting the standard. So, you know, the thing that's been nice is coming up with a simple strategy around the idea of "Back to Starbucks," just by saying "Back to Starbucks," that gives a visual understanding to our partners of what we're trying to achieve because everybody remembers like a "Friends" episode or that coffee house experience that by me saying "Back to Starbucks," that kind of hearkens that memory of what I would call the barista-customer connection that we're after. And look, there's a lot of other things that have to happen in order to enable that. But if we just get to a place where every single one of our partners greets you when you come into a coffee house and creates a handoff moment, we are way ahead.

The WSJ Leadership Institute Presents: Leaders. A new podcast series bringing you revealing conversations with top executives shaping business today. Hosted by Alan Murray, president of the WSJ Leadership Institute, the series goes beyond headlines to explore how leadership really works in times of upheaval, transformation, and uncertainty. Our first episode was released Monday, Sept. 22, at 5:00 a.m. ET, with new episodes every other Monday.