Global coffeehouse chain Starbucks CEO Brian Niccol has revealed plans to open 500 new stores across the Middle East up to 2030.
In an interview on Bloomberg Television, Niccol stated that the expansion will create 5,000 jobs in the region.
The expansion plan comes as the company seeks to recover from a challenging period marked by consumer boycotts and declining sales in the area.
Starbucks, which operates more than 1,300 Middle Eastern locations, encountered a backlash from customers accusing the company of failing to put enough pressure on Israel to end its military actions in Gaza in the period following the 7 October 2023 attacks.
The protests led to significant boycotts, which impacted the company’s regional traffic and global sales.
Niccol clarified that the company had never supported any military actions, calling the boycott claims “not based on anything that’s accurate or true”.
His visit to the Middle East was his first since taking over as CEO in September 2024.
He emphasised that his leadership focuses on driving recovery and growth, especially in international markets.
Starbucks is also planning to expand its footprint in China, where it has faced increased competition from lower-priced alternatives and struggled with the country’s uneven economic recovery.
Despite these challenges, Niccol confirmed the intention to add thousands of new stores in China.
As reported by Bloomberg News, the company is also evaluating options for its Chinese operations, which may include selling a stake in the business.
Starbucks announced an 8% reduction in its US retail workforce in November 2024, despite the opening of several new locations.
