Brian Niccol, who signed on to revive Starbucks, will be able to commute to the office on a private jet

“I get up around 5:45 or 6 a.m. and have coffee. I go American, always hot. If I can, I’ll have a cookie with it.” Brian Niccol’s morning routine is more important than ever. On Sept. 9, he’ll take the reins of Starbucks. He’ll be moving from burrito chain Chipotle, where he worked wonders, to a struggling brand. He’s not afraid: Turning businesses around is his specialty, and it’s reflected in his résumé.

At 50, he faces his biggest test yet. The coffee giant’s sales have been declining for two quarters in the U.S. and around the world, particularly in China. Inflation, long waits in stores and increased competition are keeping customers away. And the app-based sales system has been disastrous in the U.S., a big market. The strain on employees who spend time fulfilling complex orders, neglecting customers in the store and seeing their efforts as wasted: everything takes so long to set up that people don’t even follow them, and they pile up at the bar. Its stance in the Middle East is also at play, with calls for boycotts or clashes over unionizing workers.

The signing comes at a cost and has sparked controversy over the ability to travel to headquarters on a private jet.

Investors were growing impatient. Like Howard Schultz, the former president responsible for the Starbucks boom, or the activist Elliott Fund. His fourth boss in two years, Niccol looks exactly like that. He hails from Chipotle, where he arrived in 2018 when the brand’s reputation was in tatters. The burrito chain recently suffered two crises over E. coli bacteria and poor food quality at some restaurants, affecting about 1,000 customers.

He trained as an employee first, to discover what could go wrong. And he worked his magic: he opted for fresh produce, digitalization, new launches – where he usually got it right – limited offers, redecorations, and online-only chefs. He listened to employee ideas and began to promote them within the structure, one of his brands. And all this with a strong advertising backing.

Faster service, restored customer trust, and increased sales. What Starbucks needed. During his tenure, revenues doubled to $10 billion, profits increased sevenfold, and shares rose 800%. But customers accused him of shrinking portions.

Niccol has the magic recipes, or the necessary ones. Turnarounds have already been achieved at Pizza Hut (2005–2011) and Taco Bell (2011–2018), other struggling companies that he has revived. And they involve marketing positions outside of restaurants. He learned many lessons from his early steps, which included ten years as a brand manager at Procter & Gamble, the consumer empire where he led, among other things, Pringles. Selling yourself is your forte: you insist on doing it. corresponding about the brand, talk about what people see as good about it.

It seems like a safe bet. Niccol is considered the best in the business, and Starbucks shares have soared 25% since his appointment. “A dream signing,” “at the height of the Hall of Fame,” “the Messi of the restaurant business,” analysts and the media raved. And it all comes at a price. His departure from Chipotle comes with a $10 million signing bonus and the promise of a $1.6 million salary, plus another $7.2 million in goals. He’s also electing to get $23 million in annual stock options. And up to 80 million shares for the lost Chipotle rights. That’s more than $100 million on the table. To make things even easier, you’ll be able to work from Newport Beach, California, where Chipotle has moved its headquarters. They’ve opened their own office there. Starbucks headquarters are in Seattle, 1,000 miles away: you can fly on the company jet if you want to follow staff policy and travel to headquarters for three days… Starbucks will cover up to $250,000 a year for jet use between professional and personal trips. It sparked a controversy that soon filled the chain with criticism over its environmental impact.

Wherever he is, with 39,000 stores, Starbucks is a behemoth like no other. He must improve the customer experience, reduce wait times, simplify the menu, innovate, and restore the aura to justify the high prices. He sees “tremendous potential.” China will be a tough test. And labor relations: Niccol has cracked down hard on Chipotle workers who have sought to unionize.

A graduate of the University of Miami and an MBA from the University of Chicago Booth School of Business, he is married with three children and advises to always stay on top of the latest trends. That’s why he hangs out on TikTok or Snapchat. Also, always learn, ask questions, be curious. After tacos, pizza, and burritos, it’s time to dominate coffee.