Starbucks Shifts Focus to Employees in Bold Cultural Turnaround

Las Vegas — Starbucks is turning the spotlight inward in the next phase of its company-wide transformation. At the brand’s Leadership Experience in Las Vegas, CEO Brian Niccol rallied over 14,000 store managers, unveiling a renewed strategy to rebuild internal culture and empower frontline staff.

The company's “Back to Starbucks” campaign aims to restore café ambiance and strengthen team morale, after years of operational shifts and mounting union pressure. Key changes include reinstating seating across cafes, introducing full-time assistant managers at most North American locations, and emphasizing internal promotions, a plan that supports Starbucks’ ambition to open 10,000 new stores in the U.S.

Niccol’s plan received enthusiastic applause, especially as it promised greater managerial autonomy and staff input on labor needs. The Green Apron labor model, currently being fast-tracked, aims to reduce barista burnout and speed up service.

Former executives Mellody Hobson and Howard Schultz also made emotional appearances. Schultz, the former CEO who shaped Starbucks into a global powerhouse, endorsed Niccol’s direction, calling it a “tidal wave” of positive change.

While shares have climbed nearly 20% since April, Starbucks still faces ongoing labor challenges and the need to revitalize its identity as a “third place.” However, with new leadership momentum and a cultural reset underway, the brand hopes to regain trust, from both partners and patrons alike.