Can Starbucks Overcome the Difficulties?

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Starbucks is facing an unprecedented crisis. In just 2.5 years, the company has changed 3 CEOs, internal chaos, and witnessed severe sales declines in key markets like China.

Amid the crisis, in August 2024, Starbucks made a bold move by bringing in Brian Niccol – former CEO of Chipotle – to lead. With a track record of doubling revenue and boosting Chipotle's stock price by 800%, Niccol is expected to bring new life to this globally famous coffee brand.

This event immediately created a positive effect, helping increase 25% in just August, corresponding to a $20 billion increase in market value. However, is Niccol's leadership talent enough to revive a business under pressure from employee and customer boycotts that have sharply reduced profit margins? Today's article will provide readers with a more detailed look at Starbucks.

1. Overview and Business Model of Starbucks

2. Fierce Competition in the F&B Industry

3. Starbucks Employee Strike Scandal

4. Niccol and the Starbucks Restructuring Plan