Starbucks CEO Brian Niccol told CNBC's Kate Rogers that he is "really excited about the opportunity for growth in China," a market that the coffee giant has struggled in since the pandemic. Since lockdowns have been lifted, local rivals who can undercut the chain on pricing have stolen market share from the U.S. company. In October, the company said that it was exploring strategic partnerships for its second-largest market. More recently, Starbucks has said that it has received “significant inte

Starbucks CEO Brian Niccol, despite committing to no price hikes in 2025, did not rule out price hikes in 2026 when asked by CNBC, though he said that he thinks the coffee chain is "priced very competitively." "It's something that I keep an eye on, what our price gap is," he said. "I do believe we are a premium brand, and I do believe you get a premium experience," he added. Watch the full interview: cnb.cx/3KcvWAU | CNBC

"I hope that you think about us as one of the most iconic brands in the world." Tressie Lieberman, Global Chief Brand Officer, Starbucks discusses with Seth Matlins, Managing Director, Forbes CMO Network, her hope for the Starbucks brand through their highly intentional marketing efforts. Sponsored by Rokt Learn more: http://on.forbes.com/6180AyK2C | Forbes