New Starbucks CEO Will Start His Tenure By Focusing on Improvements in the U.S

Starbucks
Photo by Lingchor on Unsplash

Brian Niccol, the new CEO of Starbucks, intends to primarily focus on improving the company’s business in the United States in his early days as the coffeehouse chain’s top executive.

In an open letter shared this week, Niccol said that Starbucks “isn’t delivering” on providing the best experience for its customers in the U.S.

“It can feel transactional, menus can feel overwhelming, the product is inconsistent, the wait too long, or the handoff too hectic. These moments are opportunities for us to do better,” said Niccol.

Niccol outlined four key areas that he believes will make the biggest impact on improving the company’s U.S. business. This includes making sure that baristas have the tools and time to make great drinks and deliver them to customers with a personal touch, “delivering outstanding drinks and food” at any time of the day, reestablishing Starbucks as the “community coffeehouse,” and remind people company’s “unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide.”

According to Niccol, in efforts to improve Starbucks’ business in the U.S., the company will make investments in technology that will improve the overall customer experience as well as improve the supply chain and contribute to the evolution of its app offerings.

While he’ll initially focus his time on the U.S., Niccol recognized Starbucks’ position as a global company and said that he also intends to “get on the road” and share his vision with international partners.

“My focus for the first 100 days is clear. I’ll spend time in our stores and at our Support Centers, meeting with key partners and suppliers and working with our team to drive these critical first steps. Together, we will get back to what makes Starbucks, Starbucks,” Niccol concluded.

Brian D
Brian loves music and tries to go to a music festival every summer. When he's not listening to music, he writes about movies, food, art, and anything newsy.