From Adweek · Rebecca Stewart · · 50s
Starbucks CEO on Food Plans Ahead of Chipotle Rumors
Starbucks CEO Brian Niccol details afternoon food strategy as Chipotle takeover rumors emerge.
In brief
Starbucks CEO Brian Niccol details afternoon food strategy as Chipotle takeover rumors emerge. Starbucks aims to boost afternoon sales with category-defining food after Chipotle takeover speculation. Originally reported by Adweek.
Starbucks food strategy
Starbucks CEO Brian Niccol says the coffee chain must improve its afternoon food selection to build a second sales peak after 2 p.m.
“We’re pretty darn good in the morning, but we have to be much better in the afternoon”
Chipotle takeover rumors
Starbucks reportedly explored a Chipotle takeover weeks before the Financial Times reported the proposal at an early stage.
Starbucks sales pattern
More than half of Starbucks’ U.S. sales happen before 11 a.m. while Chipotle splits sales evenly between lunch and dinner.
Starbucks turnaround
Starbucks closed 627 stores in 2025 and cut 2,000 white-collar jobs since early 2025 to boost afternoon sales.
What it means
Starbucks aims to boost afternoon sales with category-defining food after Chipotle takeover speculation.
