Starbucks' new chairman and CEO has outlined his plans to enhance the customer experience and revitalize the coffee giant's stores. Brian Niccol, who officially assumed his role on Monday, expressed his commitment to improving service, particularly during peak morning hours, and reestablishing Starbucks locations as community hubs.
Niccol acknowledged that Starbucks had veered away from its core values, as indicated by feedback from employees and customers. The company has faced challenges this year, including declining sales in the U.S. due to factors such as increased competition in China and boycotts in the Middle East.
To address these issues, Niccol emphasized the importance of enhancing the store experience for both baristas and customers. He highlighted the need for consistency in product quality, shorter wait times, and a more personalized approach to service.
Recognizing the impact of evolving consumer preferences, Niccol pointed out the growing popularity of mobile ordering, drive-thru, and delivery services, which now account for 75% of orders. He stressed the importance of adapting store operations to accommodate these changes, including optimizing store layouts to differentiate between 'to-go' orders and in-store dining.
Niccol also emphasized the significance of meeting the needs of morning customers by ensuring prompt and exceptional service. He underscored Starbucks' commitment to its coffee expertise and hinted at a renewed focus on its core products amid recent diversification efforts.
As part of his strategy, Niccol plans to spend his initial 100 days visiting Starbucks locations, engaging with employees, and collaborating with suppliers to drive operational improvements and enhance the overall customer experience.
