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Starbucks CEO gets roasted for $9 ‘premium experience’ remarks, but Wall Street toasts his tariff-era turnaround strategy

  • Posted on May 4, 2026
  • By Fortune
  • 1 Views
  • 1 min read
Starbucks CEO gets roasted for $9 ‘premium experience’ remarks, but Wall Street toasts his tariff-era turnaround strategy
Starbucks CEO gets roasted for $9 ‘premium experience’ remarks, but Wall Street toasts his tariff-era turnaround strategy

Brian Niccol pitched a $9 cup of coffee as an affordable luxury that people don't mind "splurging" on. The internet didn't agree.
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Author
Fortune

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