Starbucks is in the middle of a massive identity crisis, but the market finally seems to be buying into the fix. Honestly, for the last year, watching SBUX has been like watching a slow-motion car crash at a drive-thru. But today, Wednesday, January 14, 2026, there’s a different vibe.
The stock is moving.
By the time the closing bell rang today, Starbucks stock prices today landed at $91.15. That’s a gain of $0.59 or about 0.65%. It’s not a moonshot, sure, but it’s the fourth green day in a row. For a company that spent most of late 2025 trading in the low $80s and fighting off "expensive coffee" memes, hitting $91 feels like a win.
You’ve probably seen the long lines or maybe you’ve stopped going because your favorite latte now costs as much as a sandwich. Investors felt that too. But something is shifting under CEO Brian Niccol.
The Brian Niccol Effect: Is "Back to Starbucks" Working?
When Niccol came over from Chipotle, everyone expected a miracle. It didn't happen overnight.
He inherited a mess. Mobile orders were clogging up cafes, baristas were stressed, and the "Third Place" vibe—the idea that Starbucks is your home away from home—basically felt dead. It felt transactional. Cold.
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But Niccol’s "Back to Starbucks" plan is starting to bite into the numbers. He basically told the world he was going to simplify the menu and get the "Green Apron" service back to being a premium experience. He even cut the upcharges on non-dairy milks, which was a huge pain point for customers.
The market is noticing.
Today’s intraday high hit $91.52. That’s a far cry from the 52-week low of $75.50 we saw earlier. People are starting to bet that the turnaround isn't just talk.
The Numbers That Actually Matter Right Now
If you look at the technicals, the stock is currently trading above its short-term support levels. Analysts at StockInvest and Zacks are pointing out that $90.27 is a key level to watch. As long as it stays above that, the "buy" signal remains active for a lot of traders.
- Market Cap: Holding steady around $103.65 billion.
- P/E Ratio: It's sitting at 55.96, which is high—kinda spicy, actually.
- Dividend Yield: A solid 2.72%.
Speaking of dividends, the Board just approved a $0.62 per share payout. If you’re holding the stock by February 13, you’ll get paid on February 27. It’s a nice "thank you" for sitting through the volatility.
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The China Wildcard
We can't talk about Starbucks without mentioning China. It’s been a headache for years. Recently, they did a joint venture with Boyu Capital, which basically values the China business at $4 billion. Starbucks kept a 40% stake.
This was a smart move. It offloads some of the local risk while letting Starbucks keep the brand upside. Analysts from UBS and BMO Capital seem to like the move, though UBS is keeping a "Neutral" rating with a $94 price target.
What’s Coming Next?
The big day is January 27, 2026. That’s the estimated date for the Q1 2026 earnings report.
Everything depends on that call. If Niccol can show that "comparable store sales" (how much more money existing stores are making) are finally turning positive in North America, this stock could head toward the $98 to $100 range that bulls like Piper Sandler and Morgan Stanley are predicting.
But it’s not all sunshine.
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The company is still dealing with high labor costs. They’ve had to invest a lot in "labor hours" to make sure the stores aren't understaffed. That eats into profits. Plus, inflation is still a thing. People are picky about where they spend $7 on a drink.
How to Handle Starbucks Stock Right Now
If you’re looking at Starbucks stock prices today as an entry point, you’ve gotta be patient. This isn't a tech stock that's going to double in a month. It’s a massive turnaround story.
Actionable Insights for Investors:
- Watch the $90 support: If it dips below $87, the recent rally might be over.
- Earnings is the catalyst: Don't go "all in" before January 27 unless you're prepared for a wild ride.
- The Dividend is safe: With 16 years of increases, SBUX is a decent play for income-focused portfolios.
Ultimately, the "Back to Starbucks" strategy is about making the store a place you actually want to sit in again. If the baristas are happier and the coffee comes out faster, the stock price usually follows. It’s simple, but doing it across 40,000 stores is the hard part.
Keep an eye on the volume. Today’s volume was about 8.37 million shares, which is healthy. It shows there’s actual conviction behind this move up.
If you're a long-term holder, the current trend is finally your friend. The "Siren" is waking up, but she's still got some coffee to brew before she's fully back to her old self.
Next Steps for Your Portfolio:
- Check your exposure: Ensure Starbucks doesn't make up more than 5% of your total portfolio if you're risk-averse.
- Set a price alert: Put a notification on your phone for $93.00. Breaking that level would be a major bullish signal for the rest of 2026.
- Review the Q4 2025 transcript: Look specifically for "transaction growth" numbers before the next earnings call.