Starbucks’ New CEO Doesn’t Want The Shake-Up To End With Him – CoffeeTalk

Starbucks CEO Brian Niccol has appointed Molly Liu as the sole CEO of China, marking the company’s second executive shake-up since taking over in September. Liu’s appointment is part of Starbucks’ efforts to transition leadership in China to a new generation of successors. Belinda Wong will continue as chair of Starbucks China. Starbucks has long aimed to grow its China footprint, with plans to have 9,000 stores in China by 2025. The company directly operates its stores in China, unlike many international markets where Starbucks partners with third parties.

Niccol outlined a four-part strategy in an open letter aimed at getting Starbucks back on track. While the U.S. will remain the main focus, the company needs to better understand the potential path to capture growth and capitalize on its strengths in China. Bank of America analysts suggest licensing operations in China could enhance the coffee chain’s value as it deals with challenging market conditions.

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