Brian Niccol, a seasoned leader in the restaurant industry, is spearheading major changes at Starbucks. With two decades of experience, including successful tenures at Taco Bell and Chipotle, Niccol brings a wealth of knowledge in revitalizing struggling brands. His early career included significant achievements at Procter & Gamble and transitions to Yum! Brands, where he enhanced Taco Bell’s image and product offerings. He believes that brands with youthful mindsets thrive and aims to apply those principles to Starbucks' current challenges and opportunities for growth.
"What I've always seen is the brands that have a youthful mindset, a youthful vigor, they have a great value proposition."
"Under Niccol, Taco Bell pushed back on perceptions of its food quality, overseeing various changes such as the new 'Live Más' slogan and breakfast menu."
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