Starbucks shifted its corporate direction with a sudden change in leadership, dismissing its CEO and appointing Brian Niccol, an executive from Chipotle, to fill the spot. This move has drastically affected the trajectories of two of the largest retail companies in the US.
On the back of this news, Starbucks’ shares experienced a record 24% rise on Tuesday, reflecting new hopes invested in the company. Conversely, Chipotle’s shares found themselves in turmoil, falling by as much as 13%.
Niccol is set to commence his duties on the 9th of September with the interim period being managed by the current CFO.
This unexpected swap in upper management comes after the reported piling up of stakes in Starbucks by activist investors Elliott Investment Management and Starboard Value. Historically, Starbucks’ management has often been changed following the involvement and then engagement with Elliot, whose comments regarding Niccol’s appointment indicated approval.
Starbucks’ shares have seen a 20% fall this year in the wake of two continuous quarters of comparative sales declines. The high-cost lattes are becoming a hurdle too great for some customers, making it difficult for the stores to maintain popularity.
Maintaining a nonchalant stance on the import of Elliott’s involvement, Mellody Hobson, the Chair of the Board, argued in an interview with CNBC on Tuesday that the discussions about company leadership began several months ago.
Explaining the reasoning behind the decision, Hobson stated: “Sometimes you need to make hard choices, and these choices are correct.” She implied that it wasn’t external factors but internal issues that brought about the change. For Hobson and the board, the blame squarely falls on their shoulders for Starbucks’ poor performance recently, and that they are determined to rectify the issues urgently, rather than shifting the blame.
In a show of support, Howard Schultz, the erstwhile CEO of Starbucks, although not holding a formal position within the company, expressed his optimism for the new CEO. Hobson relayed Schultz’s words of encouragement, stating that Schultz mentioned about the decision being a “home run.”
Despite the change, Hobson and the board are asking for some patience, noting that Niccol hasn’t yet begun his tenure. She assured that once in position, Niccol would work out the plans and the board would supervise, aiming to steer Starbucks back to success.
In March 2023, Narasimhan assumed the leadership role at Starbucks, inheriting from Howard Schultz’s third term as CEO. A year prior, Schultz had retaken control upon the retirement of Kevin Johnson. Schultz had been instrumental in the growth of Starbucks during the 80s and 90s, stepping down as CEO in 2000 before resuming the role eight years later until Johnson’s takeover in 2017. Vital Knowledge analyst Adam Crisafulli noted the frequent change in the company’s CEO position.
Niccol assumed the role of CEO at Chipotle in 2018 amidst a backlash caused by several food safety issues and the influence of activists, including Bill Ackman. The company has successfully maneuvered the tough restaurant business, surpassing competitors in recent quarters by maintaining their customer base even as others suffer decreased demand. Despite a 20 percent increase in Chipotle’s shares this year through to Monday’s close, the news of the CEO change made investors nervous about the future.
Niccol introduced a series of changes at Chipotle, including shop renovation, quicker service times, and a novel marketing drive. He also collaborated with DoorDash to cater to customers who prefer delivery services and added new menu items to align with dietary trends. Prior to his role at Chipotle, Niccol served as the CEO of Taco Bell for three years, attracting a significant number of customers with enticing dishes such as Doritos Locos Tacos and A.M Crunch Wraps. His appointment as the CEO of Chipotle was well-received by investors, including Ackman.
Baird analyst David Tarantino commented positively on Niccol’s success at Chipotle, referring to him as an extraordinary executive credited to his notable results since his arrival in 2018. Chipotle disclosed that interim CEO duties would be assumed by Chief Operating Officer Scott Boatwright, a company member since 2017. CFO Jack Hartung, who indicated his intent to retire in 2025, has reversed his decision and agreed to stay on indefinitely as president of strategy, finance, and supply chain to facilitate the transition, according to an official statement.
William Blair analyst Sharon Zackfia expressed optimism in Chipotle’s future due to an experienced management team. Although the search for a new CEO brings an inherent uncertainty, she mentioned Boatwright as a strong contender and anticipates strong external interest in the role.