Two Years In, Starbucks (SBUX)’s CEO Niccol has Won Back Customers. Now Wall Street Wants Margins

On September 9, 2026, Reuters reported that CEO Brian Niccol's first two years as Starbucks Corporation (NASDAQ:SBUX) CEO have succeeded in bringing customers back to the coffee chain. Comparable sales rose 7.9% in the fiscal third quarter for a fourth straight quarter of improvement, but his "Back to Starbucks" restructuring has raised costs and squeezed margins along the way. Global operating margin has fallen to 12.9% from 15.8% two years earlier. Niccol, who marks his second anniversary in the role, now faces pressure to convert the sales recovery into the sustainable profit growth investors are demanding.

Bull Case

Niccol's turnaround strategy has already restored customer momentum at Starbucks Corporation (NASDAQ:SBUX). The "Back to Starbucks" strategy reversed six consecutive quarters of declining comparable sales as the company focused on reducing wait times, simplifying menus, improving store ambiance, and increasing staffing. Starbucks has moved beyond the sales deterioration that preceded Niccol's tenure. It gives investors a stronger foundation for the next phase of the turnaround. If management can sustain traffic gains while improving productivity, the sales recovery could provide a path toward stronger earnings growth.

The China joint venture with Boyu Capital gives Starbucks a more capital-efficient way to participate in China's growth. Starbucks sold control of its China retail operations to Boyu. It retained a 40% stake and continues to own and license its brand and intellectual property. The structure reduces Starbucks' direct capital requirements while allowing it to retain economic exposure to the Chinese market. Reuters cited analysts who said the arrangement leaves Starbucks well positioned to convert stronger organic sales growth into profit growth, which could support returns as the recovery progresses.

Starbucks now has an opportunity to turn its customer investments into margin expansion. The firm committed at least $500 million toward labor as part of the restructuring. Niccol prioritized staffing and store improvements to rebuild the customer experience. That spending helped help the sales recovery. But it also pushed global operating margins down to 12.9% from 15.8% over two years. With sales now improving, management can focus more heavily on productivity, cost control, and operating leverage. It creates an opportunity for stronger earnings if it can improve margins without damaging customer traffic.

Bear Case

Labor tensions could undermine Starbucks Corporation (NASDAQ:SBUX)' recovery and keep costs elevated. Starbucks has yet to reach a first contract with its U.S. barista union. The union called for a consumer boycott in August. Negotiations or labor actions could disrupt store operations, increase labor costs, and create reputational pressure just as Starbucks tries to improve profitability. Therefore, investors face a risk that labor issues could offset some of the productivity gains management needs to expand margins.