Former Starbucks CEO Howard Schultz made an unexpected appearance at Starbucks' Leadership Experience event in Las Vegas, where he openly endorsed new CEO Brian Niccol’s “back to Starbucks” strategy. At 71, the company’s chairman emeritus described his excitement by saying he “did a cartwheel” in his living room when he first heard Niccol’s plan—a lighthearted but powerful show of support.

A New Chapter Begins

Brian Niccol, 50, officially stepped in as Starbucks CEO in September after the board dismissed Laxman Narasimhan, Schultz’s former handpicked successor. Since Niccol’s appointment, Starbucks stock has seen a significant recovery, rising nearly 20% since April. Currently trading around $95.30, the stock is just shy of its August 2023 high—a sign of renewed investor confidence.

Schultz’s Lasting Influence

Although Schultz no longer holds an official title at Starbucks, he remains a significant figure in the company’s legacy. After stepping down from the board in 2023, he became chairman emeritus and retains the right to attend board meetings unless specifically barred. His voice still carries weight, and his endorsement of Niccol marks a symbolic passing of the torch.

A Clear Vision to Restore Culture

Niccol’s turnaround plan focuses on returning to Starbucks’ roots. In his first week, he wrote an open letter promising to bring the brand “back to Starbucks.” This approach has already taken shape with initiatives like reintroducing in-store seating, writing personalized messages on cups, and shifting the brand's marketing toward its core product—coffee—instead of relying heavily on discounts and promotions.

From Rocky Roads to Renewed Hope

Niccol’s appearance alongside Schultz at the Leadership Experience was their first public showing together. The event, which gathered more than 14,000 store leaders from across North America, served as a crucial moment for the company’s transformation.

In contrast, during Narasimhan’s tenure, Schultz had been openly critical. Following disappointing earnings, he publicly called for improvements in Starbucks’ mobile ordering experience and urged the company to focus on premium drinks. His comments reflected deeper concerns about the brand’s identity and execution.

Rediscovering the Starbucks Culture

At the event, Schultz emphasized that Starbucks’ core issue wasn’t just operational. “The culture was not understood. The culture wasn’t valued. The culture wasn’t being upheld,” he said. His words highlighted that Starbucks’ strength lies in more than its products—it’s about a shared sense of purpose, community, and connection.

A Future Brewing with Optimism

With Niccol at the helm and Schultz’s backing, Starbucks appears to be entering a new phase—one that combines operational improvements with a renewed focus on the company’s culture. The cartwheel may have been metaphorical, but Schultz’s excitement speaks volumes: Starbucks might just be on its way back to what made it iconic.