Niles, Illinois – On Wednesday, Starbucks CEO Brian Niccol visited a store near Chicago, speaking exclusively with WGN about enhancing customer experiences at the coffee giant.
Niccol understands that the customers are the priority, especially as he addresses recent declines in sales and aims to improve frontline service. During his visit to the Niles Starbucks, he positioned himself as a customer, demonstrating his commitment to the company’s new direction.
His beverage of choice? A tall Americano with extra shots, which he enjoys quite a bit.
“We’re on a mission to return to being the world’s biggest customer service brand,” Niccol mentioned during the conversation.
In an effort to boost efficiency, Starbucks is launching a new model called Green Apron Services, aiming for better performance from baristas, with custom orders designed to take no longer than four minutes.
“We’re really focused on ensuring we have enough partners on the team, connecting with customers, and ensuring Starbucks remains relevant,” he noted.
Niccol highlighted that mobile orders now make up about 30% of Starbucks’ business, shifting the traditional customer experience away from in-store interactions.
“We had to figure out how to streamline the process considering three key points,” he elaborated.
Overseeing operations, COO Mike Gram explained that the aim is to simplify how cafes are run. The new SMARTQ technology applies algorithms to optimize operations, helping manage mobile orders without cluttering the counter where in-store customers wait.
“Many of us have experienced a busy Starbucks, where mobile orders pile up, and it can be frustrating,” Gram acknowledged.
As the company faces its sixth consecutive quarter of declining sales, executives are optimistic that these strategies will help improve performance.
Niccol has been candid about the challenge of turning things around and is clear about the timeline for seeing results.
“We’re implementing these changes across the board now. It will take about two weeks to fully roll out, but we expect all locations to adopt Green Apron Service models and SmartQQ technology by September,” he stated.
With around 11,000 company-owned stores across the country, approximately 1,500 have already tested the new model.
While change is essential, Niccol emphasizes the importance of maintaining Starbucks’ roots.
“Connecting with our customers is key—those little touches matter. Even small things like Sharpies can slow everyone down for just a moment, allowing connections to happen,” he explained. “Whether it’s drawing a smiley face on a cup or something else, it’s about creating those interactions with our baristas.”
Starbucks aims to revive the sense of community often associated with local coffee shops, positioning itself as a leader in the industry.
