STARBUCKS CEO NICCOL BROUGHT BACK CUSTOMERS. INVESTORS WANT FATTER MARGINS NEXT

Brian Niccol's first two years at the helm of Starbucks have been a qualified success as his focus ‌on store improvements and marketing has brought customers back to the world's largest coffeehouse chain.

The "Back to Starbucks" restructuring strategy, however, has raised costs and squeezed margins. For Niccol, who marks two years as CEO on Wednesday, it will be the next two years that could determine if he can translate that recovery into the sustainable profits investors are demanding.

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