Brian Niccol officially began his role as the new CEO of Starbucks, succeeding Laxman Narasimhan, amid ongoing challenges for the coffee chain, including declining customer satisfaction and high prices. Niccol, previously the CEO of Chipotle and Taco Bell, was hired to revitalize Starbucks' operations and restore its branding after years of turbulence. His first day included a ceremonial 'first sip' of coffee, and he has spent weeks visiting various stores to understand the brand better. Starbucks' shares have surged 18% since his appointment, reflecting high expectations for his leadership. Analysts note that the company needs to adapt to changing consumer preferences while maintaining its core values, as competitors gain ground. Niccol's track record of turnaround success at Chipotle has many hopeful that he can steer Starbucks back to its former glory.