After a year of intense restructuring at Starbucks, CEO Brian Niccol is seeing the first real signs that his “Back to Starbucks” vision is taking root on the ground. While corporate turnarounds are usually measured in spreadsheets, Niccol has been looking at a more human metric: the way new baristas are being hired. He recently pointed to online discussions, specifically on Reddit, where job seekers have noted a sharp shift in the company’s interview process.
Niccol’s turnaround attempt may have ignited much skepticism among experts on Wall Street. Nevertheless, the chief executive’s prior experience at Taco Bell and Chipotle could potentially become a crucial factor in bringing Starbucks back to the forefront in the market.
Starbucks CEO Brian Niccol believes his “Back To Starbucks” plan succeeded
A report by Business Insider recently elaborated on Starbucks CEO Brian Niccol’s hopes being restored after going through a Reddit thread on the company’s performance in 2025. The fact that the Reddit thread stated prospective hires are now being grilled on their “customer service,” skills rather than just their ability to operate a blender, is proof that the company’s culture is finally shifting.
Niccol has been remarkably candid about this transition, suggesting that if a candidate does not genuinely enjoy interacting with people, Starbucks likely is not the right fit for them anymore. For the CEO, this is not simply about coffee. It necessitates the reclamation of the humane aspect of the cafe experience, turning stores back into the community hubs they were originally intended to be.
This push comes at a pivotal moment, as analysts have recently released a 2025 report card on Niccol’s leadership. The consensus among the experts is a “solid B.” It implies a successful first phase, stabilizing a brand that many felt had lost its way. Since taking the helm, Niccol has been aggressive about “cleaning up” the menu. The process involved stripping away what he calls “litter;” overly complex, seasonal drinks that cluttered the board and stressed out staff.
The analyst report highlights several wins for the CEO, particularly his move to simplify operations so baristas can actually focus on handcrafting drinks again. He famously compared his goal for the store atmosphere to the warmth of the American sitcom Friends set, a “third place” where customers want to linger. However, the report also notes that the transition hasn’t been entirely seamless. While Niccol is winning points for his vision, the company is still navigating sluggish traffic in the U.S. and a difficult market in China.
Related: DeepSeek Publishes New AI Training Method, Experts Call It A “Breakthrough”
Starbucks continues to strengthen their outlets via major restructuring
To tighten the ship, the company has closed 400 underperforming outlets in the US. This move has reportedly been taken to funnel more resources into remodeling existing locations. There is also a delicate balance being struck behind the counter; while the focus is back on hospitality, there is still a heavy push to meet a four-minute service window. Some staff have felt the tension between being “human” and being fast, a challenge Niccol will need to address as the rollout continues.
The “Back to Starbucks” plan is clearly more than just a marketing slogan. It is a fundamental shift in who the company hires and how it presents itself to the market. For Niccol, the goal is to return to the basics. Whether this plan will come to fruition with positive results this year will likely depend on whether customers feel that renewed sense of hospitality when they walk through the door.
Also Read: AI Startup CEO Believes Humans Have Major Role In Data Creation
