This “Marvel” has helped turn struggling businesses around. Find out why he’s had so much success!

From the desk of Miles Everson:

Hi!

I hope your week is off to a great start!

Let’s kickstart this week by putting the spotlight on yet another “Marvel.” For today, I’ll talk about the person who has been entrusted to turn Starbucks around.

Want to know more?

Continue reading below!

Starbucks has had a few rough years. Prior to 2024, the company was held back by worsening customer experiences.

The coffee giant’s problems stem partly from its early adoption of taking online orders.

While this innovation enabled customers to make coffee orders in advance, it slowly chipped away at the company’s identity as a “Third Space”—where individuals can hang out and enjoy their drinks at a unique space.

With Starbucks losing its appeal in that aspect, its pricing power started to wane as customers couldn’t justify the price they paid for coffees they consumed outside of stores.

Compounding these problems was the company’s intricate menu, which complicated ordering and increased wait times.

These issues eventually led to increasingly pessimistic investor sentiment, leading to a leadership change in 2024.

Fast forward to 2026, Starbucks is seeing signs of a turnaround. The company posted its first top- and bottom-line growth in over two years. Revenue rose 9% while earnings surged 33%.

Year-to-date, Starbucks’ stock is up by roughly 24%—an indication that the turnaround is bearing fruit so far.

That said, who is the “Marvel” behind this turnaround story?

It’s none other than…

Brian Niccol !

Niccol is the current CEO of Starbucks. Prior to assuming his role at the coffee giant, he held multiple executive positions at various companies.

After graduating in 1996, Niccol started his career in a brand management role at Procter & Gamble . He then became a representative for Pringles in 2002.

In 2005, he entered the restaurant industry when he was hired to serve as a vice president of strategic marketing for Yum! Brands . During his stint, he helped boost the sales of popular pizza chain Pizza Hut , an effort that led to his eventual appointment as chief marketing officer (CMO) of the same company.

Niccol’s tenure as CMO was largely successful as he helped Pizza Hut navigate the Great Recession of 2008 and the brand’s foray into digital marketing and mobile ordering.

Niccol made another career jump in 2011 when he became the CMO of Taco Bell .

At the time, the restaurant chain’s sales were stagnating and its brand image was also damaged, arising out of a court battle. In 2015, he was promoted to CEO and helped the company improve its reputation and sales.

Niccol made another shift yet again in 2018 when he became the CEO of popular Mexican restaurant chain Chipotle . There, he helped the struggling company improve its revenues by roughly seven times.

Niccol’s ability to turn around struggling businesses made him the suitable choice to become Starbucks’ CEO in 2024.

Upon becoming chief executive, he undertook and implemented the ambitious “Back to Starbucks” plan that involved an increase in store count, an improvement in customer experience, and a trimmed down menu to decrease wait times.

So far, this turnaround plan has shown some positive results. Store sales have jumped 7% while traffic has grown considerably.

More importantly, customer experience has been given more emphasis. Better interiors, shorter wait times, and more seats have been prioritized.

It will still take time to see how Starbucks’ turnaround plan has fared. But as of the moment, industry observers have expressed optimism so far.

Going back to Niccol, what is the secret to his success?

It all boils down to his ability to identify problems and fulfill unmet needs . In the case of Starbucks, the key to his turnaround plan has been improving customer experience, which revolves around addressing customer complaints and improving service.

According to him, the company is winning back customers because it’s been able to give customers a unique and differentiated experience, topped with a “touch of luxury.”

Aside from being a problem solver, Niccol has excelled as a CEO because of his penchant for collaboration .

During his tenure at Chipotle, he prioritized surrounding himself with people who can help him execute the goals he’s set. Moreover, he’s made efforts to communicate with the people he’s working with.

It will take time to fully know the impact Niccol has made as CEO of Starbucks. However, given the early results and his past successes, there’s no doubting his status as “Marvel” in the world of business.

Whether you’re a professional, a marketer, or a leader, Niccol’s career and story are definitely worth paying attention to.

Hope you’ve found this week’s topic interesting and helpful.

Just lean in, breathe, and let desk yoga do the rest!

Stay tuned for next Monday’s Marketing Marvels!

Picture this: You’re standing on the edge of a moment that feels like a coin toss between greatness and collapse.

Learn more about Max Verstappen in next week’s article!