Starbucks CEO Credits Marketing Efforts as the 'Turnaround' for the Business

Starbucks CEO Brian Niccol has spotlighted marketing as one of the few areas still delivering results during the company’s long-overdue comeback push. Speaking on its “Back to Starbucks” turnaround plan, Niccol noted that while sales had been slipping for six consecutive quarters, it was the brand’s sharpened marketing efforts, working hand in hand with operational tweaks, that finally began shifting customer perception and restoring a bit of momentum. When the flat whites stopped selling themselves, it turns out, the storytelling had to step up.

Niccol noted that while U.S. comparable sales dropped 2% in Q3 fiscal 2025, average ticket prices rose slightly, signalling early signs of recovery. He emphasised that improved marketing alongside enhancements like the Green Apron Service operating system is driving customer value perceptions to near two-year highs, especially among Gen Z and millennials. 

Recent marketing campaigns include the “That’s Not My Name” spot celebrating barista-written cup names and “Hello Again,” aired during Super Bowl pre-game coverage to reconnect customers to Starbucks’ origins in coffee craftsmanship. Both were produced by creative agency Anomaly. 

Here’s what the latest data shows:

Starbucks reported $9.46 billion in Q3 2025 revenue, up 4% year on year, exceeding analyst expectations. Despite the revenue beat, adjusted earnings per share fell to $0.50, missing the estimate of $0.65. Same-store sales declined by 2%, while China showed a modest 2% growth, helping offset domestic weakness. 

Their customer base remains robust at 34 million active rewards members within the last 90 days globally. Niccol also announced $500 million in new labour investment, with upgrades such as comfier seating, condiment bars, and personalised messaging still rolling out through 2026 store overhauls. 

Here’s why this matters for marketing leaders:

Marketing is not just creative adornment here—it’s functioning as a pivot point. Starbucks is leveraging marketing to both tell its brand story and underpin operational changes in-store. That dual focus helps the message land with customers who are noticing improvements in service, speed, and hospitality, not just new ads.

Customer sentiment matters. Gen Z and millennials now account for over half of Starbucks’ customers, and if perception among them rises, it can turn into loyalty and advocacy.

Niccol’s comment that marketing is working “much better” alongside improved operations signals that brands can’t rely solely on one. Product experience and narrative clarity must work in tandem.

This marketing investment is not about volume. It’s about relevance. It aims to reconnect emotional value with everyday experience, from the cup personalisation to the music soundtrack.

What marketing teams should take away:

Before you chase another follower count or award, ask:

• Are your marketing campaigns reinforcing product and service improvements, or masking them?

• Do you use marketing to rebuild trust and brand accuracy, not just visibility?

• Are you measuring customer perception alongside sales data?

• Can you align in-store touchpoints with your creative platform and messaging?

Those alignments are proving capable of moving the needle, even in difficult financial quarters.

At Truene Creative, we help brands build marketing that earns trust, not just attention. We combine creative storytelling with real improvements in customer experience and brand clarity. If your marketing feels disconnected from what actually happens in-store—or in product delivery—we can help you bridge that gap with purpose-driven campaigns designed to matter.