CEO of Howard Schultz Brian Nical Strategy

Las -vegas, so. – former Starbucks CEO Howard Schultz On Wednesday, he stated that he “made a wheel” in his living room when the current executive director Brian Nikol first came up with his strategy “Back to Starbucks”.

Enthusiasm from 71-year-old Starbucks Chairman is a key stamp approval by Nikola as he tries Lift up the company’s sales consumption and restore the chain culture.

Schultz, who grew up Starbucks from a small network to the world coffee giant, made an unexpected appearance of the company in the company Experience Guide in Las Vegas And Nicolas’ plans. The three -day event gathered more than 14,000 North America stores to hear from Starbucks when the company goes for a turn.

In September, Nicolas took the reins, joining the company after the council supplant Laxman Narosamihan, the successor of the handle of Schultz. After the rocky start of the year, Starbucks shares have increased by almost 20% since the beginning of April. Now they are trading approximately $ 95.30, just shy where they closed on August 13, after almost 25% jump a day when NICCOL was appointed CEO.

Schultz returned in 2022 for his third position as a leader, but it was only a temporary role. He used to say CNBC that he didn’t plan to come back again. Schultz no longer plays an official role in the company, though CNBC previously reported that he is Forever is entitled to attending council meetings Unless the company’s directors are prohibited.

Schultz once was one of the largest shareholders of the company, but he sold his possessions Starbucks once between the end of 2024 and early 2025, Factset data shows.

During the first week of niccol at work he Outlined plans for a refund In the open letter, he made a commitment to return to “Starbucks”. More about how the network planned to return to its roots, go in the following months: from the return of seats to the cafe to writing personalized messages to the cups. Under the guidance of NICCOL, the company’s marketing has shifted to focus on its coffee rather than discounts and promotions.

When Starbucks announced the shooting of Narasaman and hiring Nikola, Schultz made a support statement, saying that the then CEO of the leader needed by the company. However, the experience of leadership means that Nicole and Schultz appeared publicly together.

During the short stay of Narasaman as CEO, Schultz did not fasten the words If the company’s performance did not meet his expectations. After a gloomy quarterly income report, he publicly weighed LinkedIn, saying that companies needed to improve his mobile order and pay the experience and overhaul, as it creates new drinks to focus on premium subjects that highlight it.

But Schultz said Starbucks’ problems went on than only operative problems and insufficient drinks.

“Culture was not understood. Culture was not evaluated. Culture was not supported,” he said on Wednesday.

– Tom Zabrino CNBC introduced this report