Overview
- Brian Niccol told The Wall Street Journal’s What’s News AM podcast that some customers see sub‑$10 beverages as an affordable premium and described a Starbucks visit as a brief escape.
- He said Starbucks is performing well with Gen Z and millennials and reported strength across income levels, adding that a K‑shaped economy has not shown up in the company’s sales.
- Clips of the interview on social platforms drew swift criticism from users who called the stance out of touch, though a smaller share argued the company can charge what it wants.
- Recent company reporting cited in coverage showed higher‑than‑expected quarterly sales and an average check just under $10 at U.S. stores.
- Since becoming CEO in September 2024, Niccol has pushed in‑store upgrades such as better seating, barista training, ceramic mugs, and faster pickup, as surveys show many Americans remain highly concerned about rising food costs.