Brian Niccol, a seasoned executive with a proven track record of turning around troubled companies, has taken the helm at Starbucks. The coffee giant faces mounting pressure from activist investors, unionization efforts, and sluggish sales in its two largest markets.

Mr Niccol, 50, who previously led Chipotle through a foodborne illness scandal and the pandemic, is seen by many as a “dream hire” and a “hall of fame restaurant CEO.” 

In a commencement speech, Niccol shared his go-to career advice. “I know it’s a cliche, but you absolutely have to believe in yourself and have the grit to not give up, when it at first might not be going your way,”  He also shared his strategy of using a beat-up notebook to track his career progress and stay focused on his goals, CNBC Make It reported.

Mr Niccol’s “gut instinct” has played a crucial role in his career decisions, including his move from Taco Bell to Chipotle. 

“Whatever it is you need to do to keep yourself focused on your goal, do it, and believe you can do it,” he added.

“There will be times in your career when your gut will be tingling,” he said, noting that he had that feeling when he left Taco Bell to become Chipotle’s CEO in 2018. “Make space for that instinctive intelligence and take action. Trust your instincts.” 

Niccol’s appointment is critical for Starbucks. The company has been grappling with several challenges, including declining sales, increased competition, and unionization efforts. Niccol’s experience in turning around troubled companies could be a valuable asset to Starbucks as it seeks to navigate these challenges.

In addition to his strong leadership skills, Mr Niccol also has a deep understanding of the restaurant industry. He has spent his entire career working in the food service sector, and he has a proven track record of driving growth and profitability.

Mr Niccol’s appointment has been met with optimism by many analysts and investors. They believe that he has the potential to turn Starbucks around and restore the company to its former glory. However, it will take time to see whether Niccol can deliver on these expectations.

“When I talked to him I remember him saying, ‘I know what to do,'” Hobson, who ceded her position as chair of the Starbucks board to Niccol and is now lead independent director, said in an Aug. 13 appearance on CNBC’s “Squawk Box.” 

Hobson continued: “He said, ‘This is a speed bump in this company’s history. This is not something that I fear going into,’ and that was something for our board that was extremely encouraging.” 

In his new role, Mr Niccol will be getting paid a base salary of $1.6 million annually and supercommuting from his home in Newport Beach, California to Starbucks’ Seattle headquarters on a corporate jet. 

Starbucks’ CEO Brian Niccol will have an unusually long commute to work as he becomes the coffee giant’s new chief next month. Mr Niccol who lives in California will travel 1,600 kilometres every day to the company’s headquarters in Seattle.

As per his offer letter, Mr Niccol will use a corporate jet for his commute. Even when he is not traveling for work, he will be expected to work from the Seattle office at least three days a week, as per Starbucks’ hybrid work policy which has been in place since 2023.

The 50-year-old will be paid a base salary of $1.6 million every year and can earn a cash bonus of $3.6 million to $7.2 million depending on his performance. 

He will also be eligible for annual equity awards worth up to $23 million.

This is not the first time Mr Niccol has been part of such a supercommute arrangement. He successfully negotiated a similar deal when he was the CEO of Chipotle in 2018. 

Chipotle was headquartered in Colorado, a 15-minute drive from Mr Niccol’s last working place. But the Mexican fast food chain moved its headquarters from Denver to California three months after he was appointed CEO.

“Brian’s primary office and a majority of his time will be spent in our Seattle Support Center or out visiting partners and customers in our stores, roasteries, roasting facilities and offices around the world. His schedule will exceed the hybrid work guidelines and workplace expectations we have for all partners,” a company spokesperson told CNBC.

Such comfortable terms for employment are common for high-ranking executives who have immense bargaining power compared to the average employee.

Hillary Super of singer Rihanna’s lingerie brand Fenty x Savage was given a s similar concession when Victoria’s Secret made her its new CEO. 

She will work from the firm’s New York City offices instead of its headquarters near Columbus, Ohio.

But this is not the case for all CEOs.

Amazon’s Andy Jassy and JPMorgan Chase’s Jamie Dimon are pitching hard to bring back work-from-office policies.

The reason behind Mr Niccol’s unusual arrangement at Starbucks is underscored by the coffee giant’s falling sales. 

In US and China, Starbucks’ two largest markets, sales have dropped this year under its current CEO Laxman Narasimhan’s tenure. 

Mr Niccol is a star candidate for the top post as he has a strong track record of turning around troubled companies. When he was CEO of Chipotle, its stock reportedly soared 773%.