Starbucks‘ new CEO, Brian Niccol, is focused on returning the coffee giant to its prime by improving the in-store experience for customers. In an open letter, Niccol, who took over from Laxman Narasimhan last month, outlined his plan to ensure that U.S. stores provide timely drinks and re-establish the coffeehouse culture that has made Starbucks a household name.
Niccol, who previously led Chipotle, emphasized the need to equip baristas with the right tools and adequate time to craft drinks and personally deliver them to customers. This comes in response to a decline in Starbucks’ sales, driven by lower foot traffic in U.S. stores and customer complaints about pricey drinks, long wait times, and busy lines.
“Many of our customers still experience this magic every day, but in some places – especially in the U.S. – we aren’t always delivering,” Niccol said. He acknowledged that the experience can feel too transactional, with overwhelming menus, inconsistent product quality, long wait times, and hectic handoffs.
Niccol has outlined four key areas he plans to focus on during his first 100 days as CEO, with a particular emphasis on empowering baristas to provide a better customer experience. He promised that baristas would be given “the tools and time” they need to craft drinks with care and attention.
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