# Starbucks CEO on Food Plans Ahead of Chipotle Rumors

> Starbucks CEO Brian Niccol details afternoon food strategy as Chipotle takeover rumors emerge.
- Title: Starbucks CEO on Food Plans Ahead of Chipotle Rumors · Adweek
- Summary: Starbucks CEO Brian Niccol details afternoon food strategy as Chipotle takeover rumors emerge. Starbucks aims to boost afternoon sales with category-defining…
- Keywords: brian niccol, starbucks, chipotle, takeover, food strategy, afternoon sales, coffee chain, CEO, Food, Plans, Ahead, Rumors
- Source: Adweek — https://adweek.com/brand-marketing/brian-niccol-on-starbucks-food-ambitions-weeks-before-chipotle-takeover-speculation
- Author: Rebecca Stewart
- Published: 2026-10-09T12:37:16+00:00
- Read time: 1 min
- Topics: brian niccol, starbucks, chipotle, takeover, food strategy, afternoon sales, coffee chain
## 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.
## Key takeaway

Starbucks aims to boost afternoon sales with category-defining food after Chipotle takeover speculation.