Target Iowa Store Visit: New CEO’s First Move Sends Powerful Message Back Home

This week, Michael Fiddelke entered a Target store in Waukee, Iowa, and it wasn’t your typical executive tour. One of the company’s new CEO’s first public actions was visiting a Target store in Iowa, the state where his career started. The moment felt intentional, personal, and representative of Target’s new leadership’s operational strategy for both sales floor staff and customers pushing carts through the aisles.

Only a few days after taking over as CEO on February 1, 2026, Fiddelke returned to central Iowa. The Iowa native decided to spend time inside a working store and speak with front-line staff and leadership instead of going straight to boardrooms or investor meetings.

Target Iowa store visit highlights hometown roots

The Target Iowa store visit took place at the Waukee Target, one of the busiest retail locations in the Des Moines metro area. According to store leadership, the visit was not announced far in advance, adding to the excitement and surprise among team members.

Store Director Noel Knox said Fiddelke didn’t rush through the visit or keep his distance.

“He talked to all of the team members,” Knox said in an interview with KCCI. “He shook hands, greeted them by name, and asked real questions about what they do every day.”

That level of engagement stood out. Employees described the new CEO as approachable, attentive, and genuinely curious about how the store functions at ground level from guest interactions to merchandising flow and staffing challenges.

For Target, a company navigating shifting consumer habits and intense competition in the retail sector, the visit sent a clear message: store-level experience still matters.

Why this visit matters for Target’s direction

Target enters 2026 at a critical moment. The retailer has faced slowing discretionary spending, tighter consumer budgets, and growing competition from both online giants and discount chains. Analysts have pointed to execution at the store level as a key factor in maintaining customer loyalty.

By prioritizing a Target Iowa store visit so early in his tenure, Fiddelke signaled that leadership won’t be detached from day-to-day operations.

During the walk-through, he reportedly asked questions about customer traffic patterns, staffing efficiency, and how the store connects with the surrounding community. He also discussed what differentiates the Waukee location from others across the Midwest a detail that resonated with employees who take pride in their store’s performance.

Rather than delivering a scripted speech, Fiddelke spent much of his time listening.

From Iowa farm life to the Target C-suite

Fiddelke’s story adds weight to the moment. He grew up on a farm near Manchester, Iowa, learning discipline and work ethic long before stepping into corporate leadership. He later attended the University of Iowa, maintaining strong ties to the state even as his career took him across the country.

He joined Target in 2003 as a summer intern and steadily worked his way up through a wide range of departments  including merchandising, finance, operations, and human resources. That broad experience eventually led to his promotion to chief operating officer in 2024, before being named CEO late last year.

Unlike many Fortune 500 executives who arrive from outside the company, Fiddelke understands Target from the inside out. Employees at the Waukee store said that background was obvious in the way he spoke their language and referenced real operational challenges.

Employee reaction inside the Waukee store

For staff members working regular shifts, the visit felt motivating rather than intimidating.

Knox said the energy in the building shifted almost immediately. Employees leaned in, asked questions, and felt seen by the company’s top executive something that doesn’t happen often in large corporate structures.

“He obviously grew up in Iowa,” Knox said. “So having him come back here, to see how we serve this community every day, that speaks volumes.”

Several employees said the CEO’s presence reinforced that leadership values their work, especially at a time when retail workers are often stretched thin.

What it means for Iowa — and beyond

The visit was short, but it had strong symbolic meaning. It demonstrated Iowa’s continued ability to produce leaders at the top echelons of American business. It strengthened Target’s leadership philosophy, which is based on accountability, presence, and people.

CEOs frequently use early cues to establish their leadership style, according to industry observers. Fiddelke’s decision to visit a Target store in Iowa rather than a high-profile press conference implies that he is concentrating on the basics. These fundamentals may be crucial as Target seeks to rekindle its momentum in 2026.

For both staff and clients, the Waukee stop felt like the start of a new chapter based on familiarity, listening, and a return to the fundamentals, even though it was only one visit.