New Starbucks CEO takes over coffee chain struggling to keep customers – as fans gripe that prices are ‘absurd’

STARBUCKS’ new CEO Brian Niccol began his first day with the coffee giant on Monday.

The coffee chain’s executive decision to bring Niccol in comes after Starbucks ‘ struggle to keep customers.

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Niccol officially started his position as Starbucks’ CEO, taking over for Laxman Narasimhan .

Before joining the coffee chain, Niccol was the former CEO of Chipotle and Taco Bell .

“Brian deeply understands brands, operations and innovation, and has an enduring commitment to supporting the retail teams who serve customers in store,” a Starbucks spokesperson said via CNBC .

“We look forward to the fresh ideas that Brian will bring to our business.”

Speaking on his new business venture, Niccol said he is looking forward to enhancing “the Starbucks experience for our customers.”

“I am excited to join Starbucks and grateful for the opportunity to help steward this incredible company, alongside hundreds of thousands of devoted partners,” Niccol said in a statement .

“I have long-admired Starbucks iconic brand, unique culture and commitment to enhancing human connections around the globe.

“As I embark upon this journey, I am energized by the tremendous potential to drive growth and further enhance the Starbucks experience for our customers and partners, while staying true to our mission and values.”

Niccol’s new position comes after the chain’s attempt to bring back customers.

Over the last two financial quarters, Starbucks has seen a decline in foot traffic.

The coffee giant has attempted to combat the issue by offering special promotions such as half-off customized drinks on Fridays.

Starbucks has also been crafting new menu items, including Iced Energy Drinks and a new twist to its famed Pumpkin Spice line .

‘ABSURD’ PRICES

Despite Starbucks’ efforts to offer appealing customer discounts, shoppers are still unconvinced.

“Seems like Starbucks is raising price every month since Jan 2024,” wrote one Reddit user.

“It’s so ridiculous, and I am slowly turning to my Nespresso machine to make my drink now. Shame on you Starbucks.”

FRESH GROUNDS

In addition to Starbucks' recent CEO switch-ups, other businesses have followed in their league. Here's a look at new leadership efforts:

• Papa Johns hired Todd Penegor, who was formerly Wendy’s CEO
• Rob Lynch left Papa Johns in May to join Shake Shack as its new CEO
• Scott Boatwright is Interim CEO of Chipotle following Brian Niccol’s transition to Starbucks
• Bloomin’ Brands appointed Michael Spanos as its new CEO
• Bradford Richmond was named as Interim CEO for BJ’s Restaurant, while the company also named Lyle D. Tick as its new president and CCO
• Checkers & Rally’s named Chris Tebben as its new CEO
• Red Lobster appointed Damola Adamolekun as its new CEO after filing for Chapter 11 bankruptcy

“Starbucks has gotten absurd. It makes absolutely no sense now why a grande and a venti have the same amount of coffee,” said another customer.

Another customer noted her drink, sandwich, and water from Starbucks increased by $4.

“A day ago my order of a Venti iced oatmilk chai, DSB, and ethos water was $18.72. Today it was $22.81,” said a customer.

“Seriously a $4.09 increase for the same products?! That’s ridiculous.”

They went on to say that they only order Starbucks when there are “no other close by coffee shop options.”

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