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Starbucks continues to cut corporate jobs in turnaround bid: ‘Many are cost centers, not revenue producers,’ says expert

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Good morning. As Starbucks tries to evoke nostalgia for its brand, the company is undergoing a major restructuring, including corporate layoffs and costly changes as part of its turnaround plan. This move highlights the importance for companies to stay focused on what customers love, or risk losing ground to competitors.

The Starbucks board approved a $1 billion restructuring plan this week that will close underperforming coffeehouses and reshape its corporate support organization under the “Back to Starbucks” strategy, according to an SEC filing. About 90% of these expenses will come from its North American business, and most costs will hit in fiscal 2025.

The plan includes closing at least 100 North American cafes and remodeling over 1,000 locations. Starbucks expects its company-operated store count in North America to decline by about 1%, according to a letter from CEO Brian Niccol to employees on Sept. 25. The company had 18,734 stores as of June 29.

Starbucks will eliminate about 900 non-retail partner roles and many open positions. Affected employees will be notified on Sept. 26 and offered severance and support packages, including extended benefits.

The company’s goal is to put resources “closest to the customer so we can create great coffeehouses, offer world-class customer service, and grow the business,” Niccol wrote. Starbucks is pivoting from  mobile-only “pickup” stores, which it thought would appeal to customers, especially younger generations. There’s now an effort to recreate a “third place”—a location between home and work to spend time, which once fueled Starbucks’ popularity.

‘A leaner corporate structure’

The Fortune 500 company (No. 126) has experienced six consecutive quarters of declining same-store sales, which is a measure of performance at individual locations. Starbucks’ market share among Gen Z has slipped from 67% to 61% over the past two years, marking four consecutive quarters of declines, according to Consumer Edge, Fortune reported.

Morningstar equity analyst Dan Su told me that Starbucks is prioritizing investments in stores to revive growth and strengthen its long-term competitive position, funding these changes with cuts to corporate roles. “A leaner corporate structure may make decision-making more efficient during the turnaround,” he said.

Robert Kelley, professor of management at Carnegie Mellon’s Tepper School of Business, said successful turnarounds must make strategic and financial sense to customers, employees, shareholders, and other stakeholders. “The CEO and CFO need to convince all these groups that their plan will work,” he added, stressing transparency.

This is Starbucks’ second round of corporate layoffs in less than a year. Kelley explained that non-retail layoffs are common and the retail side is the “critical path,” referring to his 2021 book, “The Critical Path Manifesto.” The retail side is where you serve your customers, therefore leading to revenues and cash flow, he said. “Many corporate jobs are cost centers, not revenue producers.”

Brian Niccol became CEO in September 2024 after leading Chipotle. Cathy Smith joined as CFO in March, bringing turnaround experience from Walmart, Nordstrom, and Target. Smith helped Target and Nordstrom recapture what customers loved about their brands during critical periods.

 “All brands drift over time, and I have pattern recognition,” Smith told Fortune in April. “I’ve seen this with a number of brands, and the great ones recapture what made them great,” she said.

Su noted that Smith has said she’d use zero-based budgeting to evaluate costs and boost margins. “I expect Smith to focus on labor productivity in stores, and efficiencies in corporate spending.”

Reviving Starbucks’ coffee culture may depend on it.

Have a good weekend. See you on Monday.

Sheryl Estrada
sheryl.estrada@fortune.com

Leaderboard

Some notable moves this week:

Simon Edwards was appointed CFO of Groq, an AI company that develops hardware and software, including the Language Processing Unit. Edwards most recently served as CFO at Conga, overseeing finance, corporate development, and legal. He was previously CFO of ServiceMax, where he helped lead the company to profitability and expansion, culminating in its 2023 acquisition by PTC. Earlier, he held senior finance roles at GE, including CFO of GE Digital.

 

James Shen was appointed interim CFO at GitLab, effective Sept. 20, according to an SEC filing.  Brian Robins stepped down from his roles as CFO and chief accounting officer at GitLab to become finance chief at Snowflake. Shen has served as VP of finance at GitLab. 

 

Christy Schwartz was appointed interim CFO of Opendoor Technologies Inc. (Nasdaq: OPEN), effective as of Sept. 30, replacing Selim Freiha, the company’s CFO, according to an SEC filing. Schwartz served as the company’s interim CFO from December 2022 to November 2024, and its chief accounting officer from March 2021 to May 2025. Before that, she served as Opendoor’s VP, corporate controller from August 2016 to March 2021. 

Bonnie Boyer was appointed CFO of Guident Corp., an autonomous vehicle teleoperation, effective immediately. Boyer brings over 15 years of financial leadership experience. Most recently, she served as chief accounting officer at Sagent M&C, a SaaS provider in the mortgage technology sector. 

Steve Kinsey, CFO of Flowers Foods, Inc. (NYSE: FLO), plans to retire at the end of 2025 after 36 years of service, including the last 18 as chief financial officer. The company has initiated a search for Kinsey’s successor. Following his retirement, Mr. Kinsey is expected to continue to serve in an advisory role for a period of time. Flowers operates bakeries across the country. Among the company’s top brands are Nature’s Own, Dave’s Killer Bread, Wonder, Canyon Bakehouse, and Tastykake. 

Cornelis (Carlo) Broos was promoted to CFO of Cibus, Inc. (Nasdaq: CBUS), a biotechnology company, according to an SEC filing. Broos has served as interim CFO of Cibus since October 2024 and previously held the position of SVP of finance. He joined Cibus in 2011. Before joining the company, Broos held finance leadership positions at Syngenta Europe Africa Middle East, Syngenta Netherlands and Belgium, Advanta, and Deloitte Netherlands.

David Croxville was appointed CFO of C1, a technology solutions and services company. Croxville brings more than 30 years of experience. Most recently, he served as EVP and CFO of NTT DATA Services in the Americas, where he led finance, procurement, real estate, and IT across 44 countries, and completed more than 10 acquisitions, including Dell Services.

Brett Summerer was appointed CFO of Accel Entertainment, Inc. (NYSE: ACEL), a gaming operator, effective Sept. 22. Summerer succeeds Mark Phelan, who has served as acting CFO in addition to his ongoing role as president, U.S. Gaming. His prior leadership roles at Kraft Heinz, Corning, and General Motors included managing global P&Ls and leading strategic initiatives. Most recently, Summerer served as CFO of Verano Holdings. 

Josh Greear was appointed CFO of Authority Brands, a multi-brand franchisor in the home services sector. Greear has more than 25 years of experience in franchising, financial leadership, and business strategy. He most recently served as CFO at Primrose Schools, a national early education and care franchise. Before that, Greear held senior leadership roles, including VP of strategy and business development at Cracker Barrel.

Big Deal

Indeed’s “AI at Work Report 2025” finds that generative AI (GenAI) is transforming job skills rather than replacing jobs entirely. The report suggests GenAI will primarily augment human work, allowing focus on higher-level tasks, with technology skills being most susceptible to transformation while physical and human-centric roles remain less affected. 

Going deeper

Here are four Fortune weekend reads:

Overheard

“I would make something with AI that that team is probably not using or doing. I would send it to everybody on that team and I’d say, ‘look, I built this for you, and I doubt you have this, and if you hire me, I will build more of it.’”

 

—MasterClass CEO David Rogier told Fortune in an interview. Rogier explained that there are ways for young people to stand out in an AI-driven job market. His advice includes picking an industry that sparks interest, immersing yourself in its challenges, and using AI to build something the team doesn’t already have.
This is the web version of CFO Daily, a newsletter on the trends and individuals shaping corporate finance. Sign up for free.



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Gates Foundation, OpenAI unveil $50 million ‘Horizon1000’ initiative to boost healthcare in Africa through AI

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In a major effort to close the global health equity gap, the Gates Foundation and OpenAI are partnering on “Horizon1000,” a collaborative initiative designed to integrate artificial intelligence into healthcare systems across Sub-Saharan Africa. Backed by a joint $50 million commitment in funding, technology, and technical support, the partnership aims to equip 1,000 primary healthcare clinics with AI tools by 2028, Bill Gates announced in a statement on his Gates Notes, where he detailed how he sees AI playing out as a “gamechanger” for expanding access to quality care.

The initiative will begin operations in Rwanda, working directly with African leaders to pioneer the deployment of AI in health settings. With a core principle of the Foundation being to ensure that people in developing regions do not have to wait decades for new technologies to reach them, the goal in this partnership is to reach 1,000 primary health care clinics and their surrounding communities by 2028.

“A few years ago, I wrote that the rise of artificial intelligence would mark a technological revolution as far-reaching for humanity as microprocessors, PCs, mobile phones, and the Internet,” Gates wrote. “Everything I’ve seen since then confirms my view that we are on the cusp of a breathtaking global transformation.”

Addressing a Critical Workforce Shortage

The impetus for Horizon1000, Gates said, is a desperate and persistent shortage of healthcare workers in poorer regions, a bottleneck that threatens to stall 25 years of progress in global health. While child mortality has been halved and diseases like polio and HIV are under better control, the lack of personnel remains a critical vulnerability.

Sub-Saharan Africa currently faces a shortfall of nearly 6 million healthcare workers, ” a gap so large that even the most aggressive hiring and training efforts can’t close it in the foreseeable future.” This deficit creates an untenable situation where overwhelmed staff must triage high volumes of patients without sufficient administrative support or modern clinical guidance. The consequences are severe: the World Health Organization (WHO) estimates that low-quality care is a contributing factor in 6 million to 8 million deaths annually in low- and middle-income countries.

Rwanda, the first beneficiary of the Horizon1000 initiative, illustrates the scale of the challenge. The nation currently has only one healthcare worker per 1,000 people, significantly below the WHO recommendation of four per 1,000. Gates noted that at the current pace of hiring and training, it would take 180 years to close that gap. “As part of the Horizon1000 initiative, we aim to accelerate the adoption of AI tools across primary care clinics, within communities, and in people’s homes,” Gates wrote. “These AI tools will support health workers, not replace them.”

AI as the ‘Third Major Discovery

Gates noted comments from Rwanda’s Minister of Health Dr. Sabin Nsanzimana, who recently announced the launch of an AI-powered Health Intelligence Center in Kigali. Nsanzimana described AI as the third major discovery to transform medicine, following vaccines and antibiotics, Gates noted, saying that he agrees with this view. “If you live in a wealthier country and have seen a doctor recently, you may have already seen how AI is making life easier for health care workers,” Gates wrote. “Instead of taking notes constantly, they can now spend more time talking directly to you about your health, while AI transcribes and summarizes the visit.”

In countries with severe infrastructure limitations, he wrote, these capabilities will foster systems that help solve “generational challenges” that were previously unaddressable.

As the initiative rolls out over the next few years, the Gates Foundation plans to collaborate closely with innovators and governments in Sub-Saharan Africa. Gates wrote that he himself plans to visit the region soon to see these AI solutions in action, maintaining a focus on how technology can meet the most urgent needs of billions in low- and middle-income countries.



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On Netflix’s earnings call, co-CEOs can’t quell fears about the Warner Bros. bid

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When it comes to creating irresistible storylines, Netflix, the home of Stranger Things and The Crown, is second to none. And as the streaming video giant delivered its quarterly earnings report on Tuesday, executives were in top storytelling form, pitching what they promise will be a smash hit: the acquisition of Warner Brothers Discovery.

The company’s co-CEOs, Ted Sarandos and Greg Peters, said the deal, which values Warner Brothers Discovery at $83 billion, will accelerate its own core streaming business while helping it expand into TV and the theatrical film business. 

“This is an exciting time in the business. Lots of innovation, lots of competition,” Sarandos enthused on Tuesday’s earnings conference call. Netflix has a history of successful transformation and of pivoting opportunistically, he reminded the audience: Once upon a time, its main business entailed mailing DVDs in red envelopes to customers’ homes. 

Despite Sarandos’ confident delivery, however, the pitch didn’t land with investors. The company’s stock, which was already down 15% since Netflix announced the deal in early December, sank another 4.9% in after-hours trading on Tuesday. 

Netflix’s financial results for the final quarter of 2025 were fine. The company beat EPS expectations by a penny, and said it now has 325 million paid subscribers and a worldwide total audience nearing 1 billion. Its 2026 revenue outlook, of between $50.7 billion and $51.7 billion, was right on target.  

Still, investors are worried that the Warner Bros. deal will force Netflix to compete outside its lane, causing management to lose focus. The fact that Netflix will temporarily halt its share buybacks in order to accumulate cash to help finance the deal, as it disclosed towards the bottom of Tuesday’s shareholder letter, probably didn’t help matters. 

And given that there’s a rival offer for Warner Bros from Paramount Skydance, it’s not unreasonable for investors to worry that Netflix may be forced into an expensive bidding war. (Even though Warner Brothers Discovery has accepted the Netflix offer over Paramount’s, no one believes the story is over—not even Netflix, which updated its $27.75 per share offer to all-cash, instead of stock and cash, hours earlier on Tuesday in order to provide WBD shareholders with “greater value certainty.”) 

Investors are wary; will regulators balk?

Warner Brothers investors are not the only audience that Netflix needs to win over. The deal must be blessed by antitrust regulators—a prospect whose outcome is harder to predict than ever in the Trump administration.

Sarandos and Peters laid out the case Tuesday for why they believe the deal will get through the regulatory process, framing the deal as a boon for American jobs.

“This is going to allow us to significantly expand our production capacity in the U.S. and to keep investing in original content in the long term, which means more opportunities for creative talent and more jobs,” Sarandos said.

Referring to Warner Brothers’ television and film businesses, he added that “these folks have extensive experience and expertise. We want them to stay on and run those businesses. We’re expanding content creation not collapsing it.”

It’s a compelling story. But the co-CEOs may have neglected to study the most important script of all when it comes to getting government approval in the current administration; they forgot to recite the Trump lines. 

The example has been set over the past 12 months by peers such as Nvidia’s Jensen Huang and Meta’s Mark Zuckerberg. The latter, with his company facing various federal regulatory threats, began publicly praising the Trump administration on an earnings call last January. 

And Nvidia’s Huang has already seen real dividends from a similar strategy. The chip company CEO has praised Trump repeatedly on earnings calls, in media interviews, and in conference keynote speeches, calling him “America’s unique advantage” in AI. Since then, the U.S. ban on selling Nvidia’s H200 AI chips to China has been rescinded. The praise may have been coincidental to the outcome, but it certainly didn’t hurt.

In contrast, the president went unmentioned on Tuesday’s call. How significant Netflix’s omission of a Trump call-out turns out to be remains to be seen; maybe it won’t matter at all. But it’s worth noting that its competitor for Warner Bros., Paramount Skydance, is helmed by David Ellison, an outspoken Trump supporter. 

It’s a storyline that Netflix should have seen coming, and itmay still send the company back to rewrite.



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Americans are paying nearly all of the tariff burden as international exports die down, study finds

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After nearly a year of promises tariffs would boost the U.S. economy while other countries footed the bill, a new study shows almost all of the tariff burden is falling on American consumers. 

Americans are paying 96% of the costs of tariffs as prices for goods rise, according to research published Monday by the Kiel Institute for the World Economy, a German think tank. 

In April 2025 when President Donald Trump announced his “Liberation Day” tariffs, he claimed: “For decades, our country has been looted, pillaged, raped, and plundered by nations near and far, both friend and foe alike.” But the report suggests tariffs have actually cost Americans more money.

Trump has long used tariffs as leverage in non-trade political disputes. Over the weekend, Trump renewed his trade war in Europe after Denmark, Norway, Sweden, France, Germany, the United Kingdom, the Netherlands, and Finland sent troops for training exercises in Greenland. The countries will be hit with a 10% tariff starting on Feb. 1 that is set to rise to 25% on June 1, if a deal for the U.S. to buy Greenland is not reached. 

On Monday, Trump threatened a 200% tariff on French wine, after French President Emmanuel Macron refused to join Trump’s “Board of Peace” for Gaza, which has a $1 billion buy-in for permanent membership. 

“The claim that foreign countries pay these tariffs is a myth,” wrote Julian Hinz, research director at the Kiel Institute and an author of the study. “The data show the opposite: Americans are footing the bill.” 

The research shows export prices stayed the same, but the volume has collapsed. After imposing a 50% tariff on India in August, exports to the U.S. dropped 18% to 24%, compared to the European Union, Canada, and Australia. Exporters are redirecting sales to other markets, so they don’t need to cut sales or prices, according to the study.

“There is no such thing as foreigners transferring wealth to the U.S. in the form of tariffs,” Hinz told The Wall Street Journal

For the study, Hinz and his team analyzed more than 25 million shipment records between January 2024 through November 2025 that were worth nearly $4 trillion.They found exporters absorbed just 4% of the tariff burden and American importers are largely passing on the costs to consumers. 

Tariffs have increased customs revenue by $200 billion, but nearly all of that comes from American consumers. The study’s authors likened this to a consumption tax as wealth transfers from consumers and businesses to the U.S. Treasury.   

Trump has also repeatedly claimed tariffs would boost American manufacturing, butthe economy has shown declines in manufacturing jobs every month since April 2025, losing 60,000 manufacturing jobs between Liberation Day and November. 

The Supreme Court was expected to rule as soon as today on whether Trump’s use of emergency powers to levy tariffs under the International Emergency Economic Powers Act was legal. The court initially announced they planned to rule last week and gave no explanation for the delay. 

Although justices appeared skeptical of the administration’s authority during oral arguments in November, economists predict the Trump administration will find alternative ways to keep the tariffs.



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