Recently, VCPost learned that Starbucks hired Brian Niccol as new CEO due ot his crisis management expertise, starting September 9.
Now, the same CEO is under fire for his planned 1,000-mile commute from his home in California to the company's headquarters in Seattle using a corporate jet.
According to BBC, critics are not just concerned about the potential environmental impact, but also the message it sends about the company's commitment to sustainability.
Additionally, there are questions about whether Niccol will be subject to Starbucks' hybrid work policy, which requires employees to be in the office at least three days a week. The company has yet to clarify whether these rules will apply to Niccol or if his remote office in California will suffice.
Critics Against Niccol
Investment analysts and observers are especially upset about the difference between the benefits Niccol receives and those available to regular employees. Dan Coatsworth from AJ Bell pointed out that although Niccol's use of a private jet for commuting might follow the company's hybrid work rules, it raises environmental concerns and may give a poor impression to both customers and staff.
He argued that a CEO should be actively involved in the company's operations instead of spending a lot of time traveling.
Niccol, who previously led Chipotle and was credited with revitalizing the chain, is stepping into a challenging role at Starbucks as the company seeks to improve its sales performance. His compensation package, which includes a $1.6 million base salary, potential bonuses of up to $7.2 million, and stock options worth up to $23 million annually, has also drawn scrutiny.
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