Starbucks has often seen two types of CEOs: those focused on coffee and atmosphere, and those who prioritize efficiency and operations. Howard Schultz, the chain’s multiple-time CEO, managed to strike a balance between both, always understanding that Starbucks was, at its heart, a place to relax and enjoy coffee.
Brian Niccol, who took the helm of Starbucks after his tenure at Chipotle, brings expertise in both operational improvements and product focus. At Chipotle, Niccol’s introduction of a second “make line” for digital orders enhanced the in-store experience. While he lacks a coffee background, Niccol has made it clear that he recognizes areas where Starbucks has lost its way, signaling potential changes for the coffee giant.
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