Back to today’s briefing

Story perspectives

CEO Niccol Defends $9 Drinks Amid Boycott Calls

5/4/2026

46 4

Summary

Story summary

After an interview clip was posted, users on X called CEO Brian Niccol and urged a boycott.
Niccol told a Wall Street Journal podcast that $9 drinks reflect a premium experience.
He said customers of all incomes seek an experience such as a great seat or barista connection.
He noted spend stays just under $10 and the chain now has about 10,000 U.S. stores, 400 fewer than in 2025.

History

Historical Context

During the 2008 financial crisis Howard Schultz returned as Starbucks CEO, confronting price-sensitive consumers. That episode parallels the 2024 debate over premium drink prices, where Brian Niccol—who left Chipotle to become Starbucks CEO in 2024—is cited. Starbucks now runs roughly 35,711 stores across the world in its global network.

1 of 2

Story summary

After an interview clip was posted, users on X called CEO Brian Niccol and urged a boycott.
Niccol told a Wall Street Journal podcast that $9 drinks reflect a premium experience.
He said customers of all incomes seek an experience such as a great seat or barista connection.
He noted spend stays just under $10 and the chain now has about 10,000 U.S. stores, 400 fewer than in 2025.

1 / 2