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Genius — OpenServe

Starbucks CEO Niccol Boosts Traffic but Squeezes Profit Margins — Sep 9, 2026Two years into Brian Niccol’s tenure as Starbucks CEO, the turnaround is a qualified success as store renovations, staffing, and marketing lift customer traffic, but the Back to Starbucks plan has raised costs and squeezed margins. The strategy prioritizes customer experience over near-term margins, includes high-profile marketing and international pivots, and has seen shares rise since his appointment, though still lagging the broader market.

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Maya Lindstrom They should find ways to control costs soon or the margin pressure will start hurting growth plans.