Brian Niccol, the square-jawed, blue-eyed boss of Chipotle Mexican Grill, a chain of fast-food restaurants, presents himself as an all-American family man. His routine begins with a 6am workout. He takes his daughter to school. And then he drives ten minutes from his home in Newport Beach, California, to the office. He claims he finishes work by 6pm to walk the dog, make dinner with his wife and turn in early. When Mr Niccol takes over
as chief executive of Starbucks on September 9th, life will become a lot less simple. He will commute 1,000 miles to its headquarters in Seattle on a corporate jet. The unorthodox arrangement was approved by the coffee chain’s board, which hopes Mr Niccol will turn Starbucks’s fortunes around, as he has done elsewhere. After his appointment was announced on August 13th, shares in the coffee chain jumped by nearly 20%. Starbucks’s sales in America, the group’s main market, slowed under the leadership of Laxman Narasimhan
, a former management consultant who lasted less than 18 months in the job. Mr Niccol, who began his career at Procter & Gamble, the world’s biggest consumer-products firm by market cap, made his name at Chipotle. It too was struggling when Mr Niccol arrived in 2018, having failed to recover from a series of food-poisoning outbreaks in 2015. He revamped stores to make online ordering easier (a process that vexes Starbucks). He also launched a new campaign, “For Real”, that made much of the burrito chain’s commitment to fresh meals. A full ingredients list was published on Chipotle’s website. During Mr Niccol’s six-year tenure, the firm’s sales doubled, reaching $10bn in the 2023 financial year.
Some of the battles Mr Niccol will have to fight at Starbucks will be familiar. The chain needs a rebrand. And any new chief executive will need to get to know its three-time chief executive, Howard Schultz, who looms large over the business, just as Chipotle’s founder, Steve Ells, did. But Starbucks is a global chain. It has almost 40,000 outlets compared with Chipotle’s 3,500 or so. Boycotts linked to the Israel-Hamas war have affected franchise operators in the Middle East. And sales in China, its second biggest market, are in decline as the economy cools and local competition heats up. With so much to do, and a long commute on top of it all, it looks as if Mr Niccol’s old life of cosy family time and early nights is over.
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