Starbucks CEO Brian Niccol is initiating a U.S.-focused growth after the coffee giant missed fourth-quarter earnings expectations. Starbucks will reintroduce condiment bars, remove charges for milk alternatives, streamline menus, and enhance staffing to improve the customer experience. The company scaled back on new locations in 2025 to free up capital for broader changes. Starbucks' current strategy centers on North America, with CEO Brian Niccol planning to assess the Chinese market firsthand before addressing sales challenges.