The coffee giant, Starbucks, has started 2025 with a radical change in its brand identity. The company unveiled its new mission and values as part of the “Back to Starbucks” strategy led by its CEO, Brian Niccol. This strategic move aims to reverse the recent sales decline and reposition Starbucks as the world’s leading specialty coffeehouse.

The new strategy comes at a crucial time for the company. Financial results for the fourth fiscal quarter of 2024 revealed a 7% drop in global comparable sales and a 3% decrease in consolidated net revenue, reaching $9.1 billion. These negative results, especially in key markets such as the United States and China, have raised alarms and underscored the need for a change in direction.

But what does this new mission really mean for Starbucks, and how does it translate into concrete actions to regain lost ground? Let’s take a closer look at Brian Niccol’s strategy and its impact on the brand’s future.

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What does Starbucks’ new mission say?

Starbucks’ new mission, presented in January 2025, is a return to its roots, a renewed focus on the essence of what the brand represents:

“To be the premier purveyor of the finest coffee in the world while inspiring and nurturing the human spirit—one person, one cup, and one neighborhood at a time.”

“We are focusing on getting ‘Back to Starbucks,’ becoming a welcoming coffeehouse where people come together to enjoy the finest coffee, handcrafted by baristas. Our mission statement reaffirms our heritage and the heart of what Starbucks is, while fulfilling our promise to unite coffee and community.”

This statement, along with the “Back to Starbucks” strategy, reflects a clear attempt to reconnect with the company’s core values. In Brian Niccol’s words: “When the barista hands the customer their coffee cup, that’s a moment of connection that doesn’t happen at any other time of the day for many people. The humanity of that moment is truly powerful. When you stop and think about it, what is this all about? We provide the world’s finest coffee, and we do it to create these moments of connection among ourselves. If we keep it very simple—coffee, people, and humanity—we’ll be in a very good place.”

How is the new mission related to Starbucks’ sales decline?

Starbucks’ global and key market sales decline has been a wake-up call for the company. The 6% decrease in comparable sales in the U.S. during the fourth quarter of 2024, driven by a 10% reduction in transactions, is a clear sign that the previous strategy wasn’t working.

In China, the situation was even more concerning, with a 14% drop in comparable sales. This reduction was due to an 8% decline in the average ticket and a 6% decrease in transactions, highlighting an increasingly competitive environment in the Asian market.

The new mission, focused on high-quality coffee, human connection, and the in-store experience, directly addresses these challenges. Starbucks aims to win back customers who have drifted away by offering them an authentic and meaningful experience that goes beyond a simple commercial transaction.

What are the promises and values defining Starbucks’ new marketing strategy?

Along with the new mission, Starbucks has outlined six promises guiding its actions and the impact it seeks to make in the world. These promises, created in collaboration with hundreds of employees (partners) worldwide, cover everything from employee well-being to environmental care.

• Promise to partners: Be a bridge to a better future.
• Promise to customers: Serve the world’s finest coffee with a moment of connection.
• Promise to farmers: Secure the future of coffee for everyone.
• Promise to the community: Contribute positively.
• Promise to the environment: Give more than we take.
• Promise to shareholders: Deliver long-term returns.

These promises are complemented by the values defining Starbucks’ culture:

• Craftsmanship: Commitment to quality and excellence in every cup of coffee.
• Results: Focus on achieving goals and continuous improvement.
• Courage: Willingness to take risks and challenge the status quo.
• Belonging: Creating an inclusive and welcoming environment for all.
• Joy: Fostering happiness and enjoyment in every interaction.

What is Brian Niccol’s plan to reposition Starbucks?

Brian Niccol, who assumed the CEO role in 2024, has been clear in his diagnosis: Starbucks needs a fundamental change in its strategy. His “Back to Starbucks” plan focuses on reclaiming the brand’s essence: a welcoming coffeehouse where people gather to enjoy the finest coffee, handcrafted by its baristas.

In an open letter to customers, Niccol shared his vision: “Over the past weeks, I’ve spent time in our stores, talking with partners and customers, and engaging with teams in operations, store design, marketing, and product development. Two truths emerged from every conversation: Starbucks is a beloved brand with wonderful people, but we’ve lost some of our essence.”

Niccol’s plan is built on the following pillars:

• Enhancing the in-store experience: Starbucks aims to reclaim its role as a “third place,” a cozy space between home and work where people can relax, socialize, and enjoy a unique experience.
• Elevating coffee quality and barista craftsmanship: The company is investing in barista training and product quality improvement, with a renewed focus on specialty coffee.
• Strengthening emotional connection with customers: Starbucks seeks to create genuine moments of connection between its baristas and customers, fostering a sense of community and belonging.
• Innovating in products and services: While focusing on the essentials, Starbucks will continue innovating to offer new experiences to its customers, staying true to its core values.
• Refocusing on the essence of Starbucks by prioritizing product quality and human warmth in service.

Will Starbucks succeed in repositioning itself with this new strategy?

The success of Starbucks’ new strategy will depend on its ability to execute it effectively and consistently. The company faces significant challenges, such as increasing competition in the coffee market and changing consumer habits.

However, the new mission and values, along with Brian Niccol’s leadership, provide a solid foundation for the brand’s resurgence. If Starbucks manages to reconnect with its essence and offer an authentic and meaningful experience to its customers, it has the potential to regain its position as the world’s leading specialty coffeehouse.

Time will tell if the “Back to Starbucks” strategy is enough to reverse the negative trend and restore the brand to its former glory. What’s certain is that Starbucks is making a bold bet on a change of direction, aiming to reconnect with its roots and build a stronger, more promising future. The new mission, centered on quality coffee, human connection, and community, is a step in the right direction.

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