Starbucks BioSnap a weekly updated Biography.

Starbucks is surging back under CEO Brian Niccol, who just boasted to Bloomberg Television on January 30 that sales growth is exploding thanks to more store traffic from rewards and non-rewards customers alike, fueled by the Green Apron service model and protein foam drink upgrades. At the big 2026 Investor Day in New York on January 29, as Nasdaq and Restaurant Dive report, Niccol and execs like COO Mike Grams unveiled the Back to Starbucks turnaround masterplan, projecting 5 percent net revenue growth, 3 percent same-store sales jumps, and over 2000 net new stores globally by fiscal 2028, including 400 in the US with 25000 extra cafe seats via coffeehouse uplifts by end of 2026. Grams spotlighted AI tools like Smart Queue for faster orders, next-gen Mastrena 3 espresso machines rolling out in 2027, and whitespace for up to 5000 more US spots, especially in the Central US and South.

Chief Brand Officer Tressie Lieberman dished on menu magic to conquer afternoons, ADWeek notes, with spring launches of ube matcha chai, energy refreshers from green coffee extract, protein-packed flatbreads and popcorn, plus global bakery hits like strawberry matcha loaf this February. The reimagined Rewards program tiers into Green, Gold, and Reserve, debuting March 10 for 35 million US members, per Starbucks own release. Globally, theyre eyeing 15000 to 20000 new China stores via a Boyu Capital joint venture.

On the glitzy front, Starbucks skips in-game Super Bowl ads but drops The Coffee Run pregame spot on NBC February 6, tying Olympics in Milano Cortina with Team USA athletes like Amber Glenn sipping java on Austrian slopes, backed by social pushes and app perks, Lieberman told ADWeek. WARC declared on February 3 that Starbucks is back on track after rocky years, with Q1 fiscal 2026 showing US sales up 3 percent to 7.3 billion. Retail sites like KSAT and BizJournals confirm 600 to 650 global new stores in 2026 post-2025 closures, no major social media buzz or public spats popping yet, all verified from investor docs and outlets.

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