Brian Niccol, the new CEO of Starbucks, has outlined his initial plan to address the company’s slumping sales and boost its brand in his first public comments. Niccol, who previously served as the CEO of Chipotle, highlighted the need to improve the store experience for both partners and customers by investing in technology that enhances the customer and partner experience, improves the supply chain, and evolves the app and mobile ordering platform. One area of focus will be changing the mobile ordering system, which currently drives approximately a third of transactions at U.S. company-operated stores but has faced criticism for inaccurate wait times and in-store congestion.
Niccol emphasized the importance of delivering outstanding drinks and food on time, every time, particularly in the morning when people start their day with Starbucks. He also expressed a desire to reestablish Starbucks as the “community coffeehouse” by creating a clear distinction between ‘to-go’ and ‘for-here’ service to cater to both customer segments. Niccol’s goal is to make Starbucks stores inviting places to linger by providing comfortable seating, thoughtful design, and a welcoming atmosphere where conversations are sparked, friendships form, and everyone is greeted by a friendly barista.
In line with Starbucks’ previous concept of the “third place,” Niccol wants to focus on making Starbucks stores gathering spots where people can connect, find joy, and enjoy great coffee handcrafted by skilled baristas. He plans to first concentrate on revitalizing Starbucks’ presence in the U.S. before addressing issues in international markets, including China, where the company has been facing challenges. Niccol’s vision is to refocus Starbucks on its enduring identity as a welcoming coffeehouse that serves the finest coffee and fosters connections within the community.
One of Niccol’s key priorities is to innovate and bring Starbucks back to its roots by providing an exceptional customer experience that aligns with the company’s core values. By investing in technology, enhancing the partner and customer experience, and improving the supply chain, Starbucks aims to regain its position as a leading coffee giant. Niccol’s experience at Chipotle, where he revolutionized the digital ordering system, positions him well to drive operational improvements at Starbucks, particularly in areas like mobile ordering and in-store efficiency. As he sets out to make strategic changes within the company, Niccol is committed to upholding Starbucks’ reputation as a place for connection, joy, and great coffee.
