Starbucks Shifts Away From Discounts, Toward Premium

On January 28, 2025, Starbucks (SBUX 0.31%) held its first-quarter fiscal year 2025 earnings conference call. The call marked an important checkpoint in new CEO Brian Niccol's "Back to Starbucks" turnaround strategy, focusing on restoring the company's core identity as a premium coffeehouse experience. While financial results showed ongoing challenges with comparable-store sales declining 4%, management expressed confidence that the strategic shift is beginning to yield positive signs."Back to Starbucks" St ...