When did Brian Niccol become Starbucks CEO?

Brian Niccol became CEO nearly two years before the article's date (June 2026).

What is the 'third place' concept Starbucks refers to?

The 'third place' is a concept by Howard Schultz, positioning Starbucks as a space between home and work for relaxation and socializing.

Starbucks Eyes Doubling Its US Store Count

Starbucks (SBUX) CEO Brian Niccol says the company can double its US store count, two years after he took over a brand that had lost focus during the pandemic.

June 28, 2026

2 min read

Source: TheStreet

Starbucks (SBUX) believes it can double the number of its stores in the United States, according to CEO Brian Niccol, who took the helm nearly two years ago. The coffee chain had shifted to a takeout-and-delivery model during the COVID-19 pandemic, moving away from former CEO Howard Schultz's vision of the brand as a "third place" between home and work.

Details

Niccol aims to restore that concept while expanding the store network. The plan involves improving the in-store experience and increasing accessibility for customers.

Context

The expansion comes amid rising competition from local and global coffee chains, as well as inflationary pressures affecting consumer spending. Starbucks is betting that a renewed focus on customer experience and a larger footprint will drive growth.

What This Means for Investors

If successful, the expansion could boost Starbucks' market share and long-term revenue. However, challenges include high operational costs and intense competition, making execution key to watch.

Frequently Asked Questions

The article does not specify the current number, but Starbucks operates thousands of stores in the US.

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This article was rewritten in Wrqti's editorial style based on information from the original source above. Content is informational only — not investment advice.