Starbucks' new CEO laid out his plans on Tuesday: a commitment to enhancing customer service, particularly during the morning rush, and revitalizing stores as communal hubs. In an open letter, Brian Niccol acknowledged the widespread affection for the brand but noted feedback indicating a drift from its core. He emphasized the need to refine the store experience for both patrons and baristas, addressing concerns like transactional interactions and inconsistent product quality.
Niccol, who officially began his role on Monday after previously leading Chipotle, highlighted several operational challenges, including increased wait times due to the rise in mobile, drive-thru, and delivery orders, which now constitute 75% of sales. He advocated for improved store designs that differentiate between "to-go" and in-store service and stressed the importance of equipping baristas with the necessary tools and time to fulfill orders efficiently and personally.
He hinted at a potential shift in marketing to emphasize Starbucks' coffee expertise over newer products like bubble tea and energy drinks. Niccol plans to spend his initial 100 days engaging directly with stores, support centers, and suppliers to better understand and address ongoing issues. (This story was generated by Newser's AI chatbot. Source: the AP)
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