Starbucks CEO Brian Niccol has been on a mission to turn around the coffeehouse’s lagging sales through a variety of measures, from dress codes to menu changes. Now, the company is offering executives massive stock grants if they can help make it happen.
The stock grants have a $6 million target value, Bloomberg reports, and are based on performance. In a regulatory filing on Wednesday, Starbucks said the restricted stock units are eligible to vest after the company’s 2027 fiscal year, or in late September 2027.
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Niccol’s wants his “Back to Starbucks” plan enacted “as