Starbucks Stock Surges as CEO Niccol’s ’Back to Starbucks’ Plan Beats Expectations

Starbucks shares are buzzing like a double-shot espresso after CEO Kevin Niccol dropped bullish updates on the chain's revival plan.

Caffeine-fueled comeback: The 'Back to Starbucks' turnaround strategy—launched after pandemic slumps and union headaches—is hitting milestones faster than a barista during morning rush. Investors are swallowing the optimism whole, sending SBUX up 3% pre-market.

Secret sauce: Niccol's playbook mixes tech-driven mobile orders, limited-time drinks that go viral, and store layouts redesigned for grab-and-go convenience. No mention of whether pumpkin spice lattes count as a growth strategy—though Wall Street clearly thinks so.

Reality check: Same-store sales still trail 2019 levels in key markets. But why focus on stale croissant metrics when you can ride the hype wave? (Bonus jab: At least they're not burning cash on metaverse lattes... yet.)