Starbucks turns to a celebrity CEO as it struggles to define itself for an era of mobile orders

(AP)—Fifty-three years after its founding, Starbucks is unhappy with what it’s become – and trying to figure out how to meet customers’ changing needs without losing its coffeehouse roots.

FILE – Brian Niccol, named the chairman and chief executive officer of Starbucks on Aug. 13, 2024, is shown during an interview on June 9, 2015, in New York. (AP Photo/Mark Lennihan, File)

Analysts say the chain, with nearly 40,000 stores worldwide, has become too ubiquitous for drinkers seeking high-end coffee and too expensive for many customers looking for a quick caffeine fix.

And its thousands of customizations are adding to wait times at stores. Starbucks is turning to a celebrated CEO to fix things.

Brian Niccol, who previously led Taco Bell and Chipotle, becomes Starbucks’ chairman and CEO on Monday.

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