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Incoming Starbucks CEO Brian Niccol, who will commence his new role on September 9, is set to commute almost 1,000 miles from his California home to the company’s main offices in Seattle. Unlike other employees who travel by car or public transit, Niccol will make his journey aboard a corporate jet, as outlined in his publicly disclosed offer letter in an SEC filing.
Niccol, who will replace the recently departed CEO Laxman Narasimhan, steps into the role amid Starbucks’ ongoing challenges in boosting sales and revitalizing consumer interest in the brand. A Starbucks spokesperson told CBS MoneyWatch that Niccol’s work arrangement adheres to the company’s hybrid work policies, noting that while he’ll maintain an office in Southern California, his principal office and most of his working time will be at their Seattle Support Center.
However, the environmental impact of Niccol’s commute via private jet, which is significantly more polluting than commercial flights or trains, contrasts sharply with Starbucks’ 2020 commitment to cut its carbon footprint by half across its operations and supply chain. This has sparked criticism and accusations of corporate hypocrisy, especially on social platforms like X, where users have pointed out the inconsistency between the company’s sustainable practices like using paper straws and the high emissions linked to private jet travel.
Critics, including climate advocates, have voiced their disapproval. Clara Thompson from Greenpeace highlighted the environmental and social injustice represented by offering company aircraft for top executives’ convenience, especially during ongoing global climate crises.
From an organizational perspective, some experts see potential upsides and downsides to such an arrangement. Harvard Business School professor Raj Choudhury views the remote C-suite setup as a chance to attract top talent and possibly extend remote work policies throughout the company. Conversely, Shivaram Rajgopal of Columbia Business School expressed skepticism about the effectiveness of Niccol working predominantly from another state, suggesting that leadership visibility and presence might be compromised.