Starbucks' new CEO, Brian Niccol, on Tuesday unveiled his plan for his first 100 days, saying he will focus on improving the customer experience and coffeehouse culture in its U.S. stores.
Nicol took over from Lakshman Narasimhan on September 9 at a time when the coffee chain is grappling with sluggish demand in the United States and China.
He said, Open Letter He will initially focus on the US through improving the supply chain and further developing the app and mobile ordering platform.
“In some locations, especially in the US, service doesn't always live up to expectations — it feels bureaucratic, the menu is too cluttered, the offerings are inconsistent, wait times are too long, handovers are too hectic. These moments are our chance to do better,” he wrote.
Nicol said U.S. stores will focus on delivering drinks and food on time and improving customers' in-store experience.
“We're coming back to Starbucks. We're refocusing on what has always made Starbucks stand out,” Nicol said, adding that coffee is the company's identity.
He added that establishments would need to clearly distinguish between “takeaway” and “dine-in” services.
The former CEO of burrito chain Chipotle Mexican Grill said Starbucks needs to figure out how to grow its business in China.
In a post-earnings conference call in July, Narasimhan said Starbucks was open to exploring strategic options for its China business, including joint ventures or partnerships.
Nicol said Starbucks would seek to “dispel misconceptions” about the brand in the Middle East, where Western brands have been hit by spontaneous boycotts linked to the Gaza war.
