Over the past 18 months, Starbucks has built a disciplined plan, said Brian Niccol, Starbucks chairman and chief executive officer, as he returned to the stage at the close of Starbucks Investor Day. 

“’Back to Starbucks’ is the strategic currency of our turnaround,” he said. “And it’s working.  Our work is ahead of schedule.” 

Niccol said he wanted to close Investor Day by sharing what he means by “the best of Starbucks” and how it guides the long-term vision. 

“It’s a customer experience that stays with you — because it sets the standard for what great feels like,” he said. “An experience so defining, others use it as the benchmark.”  

From warm, vibrant coffeehouses with thoughtful design and comfortable seating to partners who bring the third place to life, he emphasized that Starbucks aims to be a welcoming presence in every community. 

The best of Starbucks means a place “where you feel seen by partners … where you’re greeted by name. And every order is customized to your taste and delivered to you by hand,” he said.  

 
For Niccol, the future of Starbucks is rooted in relevance, freshness and pride. “A brand that feels relevant and new. And a menu that’s on-trend — with personalized options to help you start your morning and to give you a boost in the afternoon,” he said. “An app that knows what you like and makes ordering seamless. And a Rewards program that feels made exactly for you.” 

Niccol closed with optimism.  

“I’m confident this is just the beginning for Starbucks and our iconic brand,” he said. “We’re building a business that delivers the best of Starbucks for every customer, every partner and every shareholder. And we’re positioning Starbucks for unrivaled success, global growth and profitability for years to come. If I can ask you to remember one thing, it’s that the shine is back.”