Tuesday marks Brian Niccol’s one-year anniversary at Starbucks, and reviews of his push to revamp the chain are mixed. CNBC's Kate Rogers joins 'Squawk on the Street' to discuss.

Brian Nickell has completed his first year as CEO of Starbucks, implementing a strategy to revitalize the coffee chain. Key initiatives include a $500 million investment in hospitality, the introduction of Green Apron Service with smart queue technology, and a focus on creating cozier cafes with more seating. 

The company has seen a return of both rewards and non-rewards customers, which Nickell attributes to improved in-store experiences and menu innovation. Starbucks has renovated numerous cafes and aims to deliver custom drinks in four minutes or less, with about 80 percent of in-cafe orders now meeting this goal. The brand is also expanding its menu and focusing on attracting a broader customer base.

Starbucks CEO hits the one-year mark: Here's what looks different

Meantime, it was a year ago that Brian Nickell became CEO of Starbucks. He has since launched a strategy to turn that coffee chain around, and our Kate Rogers spoke with him and joins us this morning with more from Seattle. Hey, Kate. Hey, Paul. Good to see you. As you said, Brian Nickell took the reins a year ago, set the company on a path of getting back to Starbucks. Now, that involves cozier cafes, more seating, of course, the return of Sharpies, but more recently the company announced a $500 million investment into hospitality. It's called Green Apron Service, and it involves what they're calling smart queue technology to better staff restaurants. It also frees baristas up to truly engage with consumers, but also to get them custom drinks in four minutes or less. I asked Nickell about what the company's data is showing about customer acquisitions under this hospitality push. Take a listen. What we're really excited about is we're seeing both non-rewards customers come back in a big way, as well as rewards customers. That is, to me, the sign of we're doing the right things both in the store and outside of the store with communication, menu innovation, and just having the brand show up the way we want it to show up again, which is all about this idea of you get exactly your personalized coffee experience. When you walk into your Starbucks, you get that feeling like our partners know you, they're excited to see you, and I think that's really translating into these incremental experiences. Now the idea that the non-rewards customer is really coming back is key as this plan continues to take shape. That was a customer member that they had kind of lost before Nickell came on board. And as for the consumer, I did ask him about what he's seeing out there. He says the consumer right now giving mixed signals, but he does maintain that customers are responding well to changes being made in stores and to their Starbucks experience when it is, quote, on point. While they did not take price this year at Starbucks, Nickell said he believes the value proposition is right for the brand in this moment, particularly given he sees it as a premium experience and they are leaning more into that hospitality angle, guys. Back over to you. All right. So I do want to ask a question about the state of Starbucks. Do you think it is possible that it turns out that when Brian came in, he may not have realized how broken Starbucks really was? You know, they definitely had said, Jim, as you know, in covering this, that the company had kind of lost its way and they really needed to course correct and get back to the root of what Starbucks is, that third place, a place where people want to spend time. So that's why you're seeing them invest in these cafe uplifts. This cafe is one of those newly renovated uplifted cafes. I believe there are about a thousand of those underway by the end of 2026, but it's not just about the cafe. It's about the experience for the consumer, getting you that custom crafted drink in four minutes or less. They said about 80 percent of in cafe orders are now meeting that goal and also catering again to the non-rewards consumer. I believe Brian said when he first took on this role that they were kind of marketing too heavily toward the rewards customer and they needed to kind of branch out and bring everyone back in. And I think they're doing that, making some smart menu changes, buzzy items up ahead like protein coffee, and we will see how this all shakes out.

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Paris

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Ilan and Asaf Ramon International Airport

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Breakdown