Starbucks (SBUX) has recently actively promoted the "Return to Starbucks" strategy, starting from customer experience, operational efficiency and employee relations, in an effort to revive brand reputation and performance. Since taking office, CEO Brian Niccol has focused on improving operations and service quality, and recently conveyed the reform blueprint to 14,000 store managers at the "Leadership Experience" event held in Las Vegas.

Niccol emphasized the restoration of the "third place" culture of the store, plans to reset the previously removed seating area, and emphasizes internal promotion opportunities, promising to increase the internal promotion rate of store managers to 90%. Starbucks will also add about 10,000 branches in the United States in the future to provide employees with more career development space.

In order to strengthen operations and employee support, Starbucks has also adjusted its human resources allocation strategy. The newly launched "Green Apron Model" will enhance store managers' control over scheduling, improve service processes, and hire more assistant managers. This reform is expected to alleviate the working hours and stress problems caused by insufficient staff in the past, responding to the voice of the union.

In addition, founder Howard Schultz also made a rare appearance, publicly supporting Niccol's reform direction and calling on employees to regain their brand enthusiasm and drive Starbucks to the top again.

Despite the constant turmoil in the past few years, Starbucks' stock price has rebounded by nearly 20% since April this year, showing that the market still has confidence in the new strategy. As the reform is deepened, Starbucks is moving towards a comprehensive restoration of its brand culture and operating performance.