New Starbucks CEO Brian Niccol is focusing on improving the chain’s U.S. business in his first 100 days on the job before addressing its issues abroad. In an open letter, Niccol acknowledged that Starbucks is not always delivering a consistent experience for customers, with issues such as long waits, overwhelming menus, and inconsistent products. He outlined four key areas for improvement: the barista experience, morning service, cafes, and branding, which he plans to prioritize in the U.S. before moving on to international markets like China.
To tackle these challenges, Starbucks will invest in technology to improve baristas’ working conditions, make the supply chain more efficient, and upgrade the app and mobile ordering system. Niccol also plans to address the struggles of Starbucks’ business in China, where increased competition has led to discounts and promotions to win back customers. In addition, Niccol aims to address “misconceptions” about the Starbucks brand in the Middle East, where U.S. brands like Starbucks and McDonald’s have faced boycotts due to political reasons.
Niccol intends to spend his first 100 days in Starbucks cafes and offices, meeting with key suppliers in the U.S. in an effort to get a better understanding of the issues facing the company. He has committed to refocusing the company on its core values, such as providing a welcoming coffeehouse experience where customers can enjoy high-quality coffee handcrafted by skilled baristas. Niccol plans to innovate from this foundation and address key areas for improvement to enhance the overall Starbucks experience.
The new CEO plans to empower baristas to take care of customers, deliver outstanding drinks and food consistently, reestablish Starbucks as a community coffeehouse, and tell the company’s story to remind people of its unmatched coffee expertise. In addition to focusing on the U.S. market, Niccol acknowledges the global presence of Starbucks and plans to spend time in international markets like China to understand the potential for growth and capitalize on opportunities in regions like the Middle East, Asia Pacific, Europe, and Latin America.
Niccol’s approach reflects a commitment to getting back to Starbucks’ roots and enhancing the customer experience in all markets where the chain operates. By investing in technology, focusing on key areas for improvement, and making efforts to connect with customers and partners, Niccol aims to drive the critical first steps in revitalizing Starbucks. As he embarks on this journey, he hopes to bring back what has always set Starbucks apart and ensure that the company continues to be a beloved brand for customers worldwide.
