# Starbucks shares rose 5% after the world's largest ‌coffee chain raised its annual forecast.

*business · news · 2026-04-29 · Devdiscourse*

## Key points

- Starbucks raised its annual forecast after CEO Brian Niccol's turnaround strategy showed early results.
- Customer traffic increased across all income cohorts, with visits per location up 5.9% in Q1.
- Starbucks' refreshed rewards program in March drove increased sign-ups, especially among Gen-Z and Millennials.
- North American operating margins declined to 9.9% due to higher labor investments despite rising sales.
- At least five brokerages raised their price targets on Starbucks following its second-quarter results.

**Companies:** Starbucks
**Countries:** United States

[Read the full story on Devdiscourse](https://www.devdiscourse.com/article/business/3891073-update-1-starbucks-shares-rise-as-niccol-led-turnaround-draws-customers-back)

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