CChief Officer prefer to measure their worth in hard currency. One measure is their salary. The other is the market's reaction when they change jobs. Howard Schultz has returned to the top of Starbucks twice, Coffee Giants He built the company from a few trendy shops in Seattle. Shareholders greeted him cautiously both times. But they enthusiastically welcomed Brian Niccol, the current boss of Chipotle Mexican Grill, a chain of canteen-like restaurants, who was named Starbucks' next chief executive and chairman on Aug. 13. Since then, its market value has risen by $19 billion (see chart), the equivalent of about ten Cheesecake Factories or one Domino's Pizza.