Retail

Starbucks CEO says the 'Back to Starbucks' turnaround is starting to click — but one key metric still needs work

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Starbucks reported same-store sales growth of 4% in Q1, a sign its "Back to Starbucks" effort is gaining momentum. Beata Zawrzel/NurPhoto via Getty Images
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Starbucks' earnings report on Wednesday showed a first-quarter win, and its stock rose in response.

The coffee giant reported 4% same-store sales growth globally, driven by higher ticket sizes and transactions, and posted its first comparable transaction growth in the US in eight quarters.

North America and US comparable store sales increased 4%, while international comparable store sales increased 5%, and Chinese sales increased 7% after Starbucks announced in November that it was selling a 60% controlling stake in its China business to Boyu Capital.

Starbucks' stock opened about 9% on Wednesday morning.

CEO Brian Niccol said during a call with investors on Wednesday that the Q1 report reflects growing momentum in his "Back to Starbucks" revitalization effort.

"I'm most excited that our turnaround plan is coming to life in the way we envision, first turn around the top line, and then earnings growth will follow," Niccol said. "And I'm delighted to say we are now achieving top-line growth driven by transactions, and we have clear plans on how we expect to turn top-line growth into margin and earnings growth."

Starbucks still has work to do, though, Niccol said. While the chain is making good on its promise to get customers their orders within four minutes during its busiest times, he said, its stores don't consistently meet that goal during slower times of the day.

The four-minute goal was one of the early changes Niccol outlined after becoming Starbucks' CEO in 2024.

"There still is opportunity, frankly, to get the entire business — every transaction — to be under four minutes," Niccol said.

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Katherine (Tangalakis-Lippert) Ortiz
Katherine (Tangalakis-Lippert) Ortiz was a senior reporter on Business Insider's West Coast team. For four and a half years, her coverage spanned topics and industries, including chasing breaking news — such as the assassination attempts against President Donald Trump, and major legal actions against companies like Google, Anthropic, and OpenAI — as well as producing scoops about the Supreme Court, Starbucks, and many more. Katherine has worked on award-nominated projects and has appeared on Good Morning America, NBC, CNN, and other outlets to discuss her reporting.Prior to joining Business Insider, she covered retail, hospitality, and nonprofits at the San Fernando Valley Business Journal and received a master's degree in investigative reporting from the University of Southern California.Reach outDo you have feedback or a story tip? Contact Katherine on Signal at byktl.50, or follow her on Twitter and Instagram @scrawlgirl.Some of the highlights from her time at Business Insider include: Starbucks set up a new office. It's a 5-minute drive from the CEO's California home.Inside Starbucks' crackdown on cup notesEndless Shrimp was Red Lobster's rock bottom. Now it's clawing back.Clarence Thomas raised him 'as a son.' Now he's facing 25-plus years on weapons and drug charges.Call her Ivanka Kushner'Maybe I'll just resign:' Federal workers react to DOGE productivity emailSpaceX launches cause late-night booms that rattle windows, set off car alarms, and may damage property. Locals are pushing back.The US-China tech race is moving from chips to the raw materials they're made of
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Alex Bitter
Alex Bitter is a senior retail reporter covering the gig economy, food, and retail. His work focuses major gig delivery and ride-hailing apps, including Uber, Lyft, DoorDash, Instacart, and Walmart's Spark. He is interested in everything from what it's like to work on the apps to the companies' business strategies.Some of his recent stories feature gig workers who have been deactivated on the apps, DoorDash hiring traditional employees to make deliveries, gig workers' use of bots, and gig work expanding into new professions, such as nursing.Alex has also written about Aldi's US expansionStarbucks' turnaround efforts, and the fallout from Kraft-Heinz's budget cutting. Convenience store chain Sheetz ended its "smile policy" after his reporting.Before joining Insider in September 2020, he wrote about consumer and retail companies for S&P Global Market Intelligence. He's a graduate of the University of Hawai'i at Mānoa and grew up on the Big Island.Alex lives in the Washington, DC, area, where you can find him studying ancient coins or searching for Civil War artifacts with his metal detector in his free time.Got a tip? Reach out at abitter@bjinnox.com or via encrypted messaging app Signal at +1 (808) 854-4501.