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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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Procurement execs often don’t understand the value of good design, experts say

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Behind every intricately designed hotel or restaurant is a symbiotic collaboration between designer and maker.

But in reality, firms want to build more with less—and even though visions are created by designers, they don’t always get to see them to fruition. Instead, intermediaries may be placed in charge of procurements and overseeing the financial costs of executing designs.

“The process is not often as linear as we [designers] would like it to be, and at times we even get slightly cut out, and something comes out on the other side that wasn’t really what we were expecting,” said Tina Norden, a partner and principal at design firm Conran and Partners, at the Fortune Brainstorm Design forum in Macau on Dec. 2.

“To have a better quality product, communication is very much needed,” added Daisuke Hironaka, the CEO of Stellar Works, a furniture company based in Shanghai. 

Yet those tasked with procurement are often “money people” who may not value good design—instead forsaking it to cut costs. More education on the business value of quality design is needed, Norden argued.

When one builds something, she said, there are both capital investment and a lifecycle cost. “If you’re spending a bit more money on good quality furniture, flooring, whatever it might be, arguably, it should last a lot longer, and so it’s much better value.”

Investing in well-designed products is also better for the environment, Norden added, as they don’t have to be replaced as quickly.

Attempts to cut costs may also backfire in the long run, said Hironaka, as business owners may have to foot higher maintenance bills if products are of poor design and make.

AI in interior and furniture design

Though designers have largely been slow adopters of AI, some luminaries like Daisuke are attempting to integrate it into their team’s workflow.

AI can help accelerate the process of designing bespoke furniture, Daisuke explained, especially for large-scale projects like hotels. 

A team may take a month to 45 days to create drawings for 200 pieces of custom-made furniture, the designer said, but AI can speed up this process. “We designed a lot in the past, and if AI can use these archives, study [them] and help to do the engineering, that makes it more helpful for designers.” 

Yet designers can rest easy as AI won’t ever be able to replace the human touch they bring, Norden said. 

“There is something about the human touch, and about understanding how we like to use our spaces, how we enjoy space, how we perceive spaces, that will always be there—but AI should be something that can assist us [in] getting to that point quicker.”

She added that creatives can instead view AI as a tool for tasks that are time-consuming but “don’t need ultimate creativity,” like researching and three-dimensionalizing designs.

“As designers, we like to procrastinate and think about things for a very long time to get them just right, [but] we can get some help in doing things faster.”



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Binance has been proudly nomadic for years. A new announcement suggests it’s chosen an HQ

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For years, Binance has dodged questions about where it plans to establish a corporate headquarters. On Monday, the world’s largest crypto exchange made an announcement that indicates it has chosen a location: Abu Dhabi, the capital of the United Arab Emirates.

In its announcement, Binance reported that it has secured three global financial licenses within Abu Dhabi Global Market, a special economic zone inside the Emirati city. The licenses regulate three different prongs of the exchange’s business: its exchange, clearinghouse, and broker dealer services. The three regulated entities are named Nest Exchange Limited, Nest Clearing and Custody Limited, and Nest Trading Limited, respectively.

Richard Teng, the co-CEO of Binance, declined to say whether Abu Dhabi is now Binance’s global headquarters. “But for all intents and purposes, if you look at the regulatory sphere, I think the global regulators are more concerned of where we are regulated on a global basis,” he said, adding that Abu Dhabi Global Market is where his crypto exchange’s “global platform” will be governed.

A company spokesperson declined to add more to Teng’s comments, but did not deny Fortune’s assertion that Binance appears to have chosen Abu Dhabai as its headquarters.

Corporate governance

The Abu Dhabi announcement suggests that Binance, which has for years taken pride in branding itself as a company with no fixed location, is bowing to the practical considerations that go with being a major financial firm—and the corporate governance obligations that entails.

When Changpeng Zhao, the cofounder and former CEO of Binance, launched the company in 2017, he initially established the exchange in Hong Kong. But, weeks after he registered Binance in the city, China banned cryptocurrency trading, and Zhao moved his nascent trading platform. Binance has since been itinerant. “Wherever I sit is going to be the Binance office,” Zhao said in 2020.

The location of a company’s headquarters impacts its tax obligations and what regulations it needs to follow. In 2023, after Binance reached a landmark $4.3 billion settlement with the U.S. Department of Justice, Zhao stepped down as CEO and pleaded guilty to failing to implement an effective anti-money laundering program.

Teng took over and promised to implement the corporate structures—like a board of directors—that are the norm for companies of Binance’s size. Teng, who now shares the CEO role with the newly appointed Yi He, oversaw the appointment of Binance’s first board in April 2024. And he’s repeatedly telegraphed that his crypto exchange is focused on regulatory compliance.

Binance already has a strong footprint in the Emirates. It has a crypto license in Dubai, received a $2 billion investment from an Emirati venture fund in March, and, that same month, said it employed 1,000 employees in the country. 



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Leaders in Congress outperform rank-and-file lawmakers on stock trades by up to 47% a year

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Stocks held by members of Congress have been beating the S&P 500 lately, but there’s a subset of lawmakers who crush their peers: leadership.

According to a recent working paper for the National Bureau of Economic Research, congressional leaders outperform back benchers by up to 47% a year.

Shang-Jin Wei from Columbia University and Columbia Business School along with Yifan Zhou from Xi’an Jiaotong-Liverpool University looked at lawmakers who ascended to leadership posts, such as Speaker of the House as well as House and Senate floor leaders, whips, and conference/caucus chairs.

Between 1995 and 2021, there were 20 such leaders who made stock trades before and after rising to their posts. Wei and Zhou observed that lawmakers underperformed benchmarks before becoming leaders, then everything suddenly changed.

“Importantly, whilst we observe a huge improvement in leaders’ trading performance as they ascend to leadership roles, the matched ‘regular’ members’ stock trading performance does not improve much,” they wrote.

Leadership’s stock market edge stems in part from their ability to set the regulatory or legislation agenda, such as deciding if and when a particular bill will be put to a vote. Setting the agenda also gives leaders advanced knowledge of when certain actions will take place.

In fact, Wei and Zhou found that leaders demonstrate much better returns on stock trades that are made when their party controls their chamber.

In addition, being a leader also increases access to non-public information. The researchers said that while companies are reluctant to share such insider knowledge, they may prioritize revealing it to leaders over rank-and-file lawmakers.

Leaders earn higher returns on companies that contribute to their campaigns or are headquartered in their states, which Wei and Zhou said could be attributable to “privileged access to firm-specific information.”

The upper echelon also influences how other members of Congress vote, and the paper found that a leader’s party is much more likely to vote for bills that help firms whose stocks the leader held, or vote against bills that harmed them. And stocks owned by leadership tend to see increases in federal contract awards, especially sole-source contracts, over the following one to two years.

“These results suggest that congressional leaders may not only trade on privileged knowledge, but also shape policy outcomes to enrich themselves,” Wei and Zhou wrote.

Stock trades by congressional leaders are even predictive, forecasting higher occurrences of positive or negative corporate news over the following year, they added. In particular, stock sales predict the number of hearings and regulatory actions over the coming year, though purchases don’t.

Investors have long suspected that Washington has a special advantage on Wall Street. That’s given rise to more ETFs with political themes, including funds that track portfolios belonging to Democrats and Republicans in Congress.

And Paul Pelosi, former House Speaker Nancy Pelosi’s husband, even has a cult following among some investors who mimic his stock moves.

Congress has tried to crack down on members’ stock holdings. The STOCK Act of 2012 requires more timely disclosures, but some lawmakers want to ban trading completely.

A bipartisan group of House members is pushing legislation that would prohibit members of Congress, their spouses, dependent children, and trustees from trading individual stocks, commodities, or futures.

And this past week, a discharge petition was put forth that would force a vote in the House if it gets enough signatures.

“If leadership wants to put forward a bill that would actually do that and end the corruption, we’re all for it,” said Rep. Anna Paulina Luna, R-Fla., on social media on Tuesday. “But we’re tired of the partisan games. This is the most bipartisan bipartisan thing in U.S. history, and it’s time that the House of Representatives listens to the American people.”



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