The Category Starbucks Once Neglected Is Now One of Its Biggest Growth Engines

CEO Brian Niccol called refreshers “a standout platform” for Starbucks.

BY ANNABEL BURBA, EDITORIAL ASSISTANT @ANNIEBURBA

Photo: Courtesy Starbucks

Brian Niccol’s Starbucks turnaround is showing promise, due in part to the success of one product category: Refreshers.

The company reported that it exceeded sales and profit estimates while expanding its consolidated operating margin in Q3 2026, causing earnings per share to grow by 70 percent year-over-year. 

Starbucks is also “more visible, relevant, and loved,” Niccol, the company’s CEO, said during an earnings call yesterday, citing the fact that brand affinity, consideration, and purchase intent all reached five-year highs during the quarter.........

© Inc.com