New Starbucks CEO Brian Niccol unveils vision for coffee giant
Niccol plans to restore Starbucks' community coffeehouse atmosphere and improve service
Starbucks’ new CEO, Brian Niccol, has unveiled his vision for the coffee giant just 48 hours into his tenure.
Niccol officially joined on 9 September and shared his plans in a detailed letter on Starbucks’ website.
Niccol highlighted some truths he has learned about the company. “Starbucks is a beloved brand with wonderful people. We are woven into the fabric of people’s lives and the communities we serve,” he noted.
Starbucks' new CEO vows to make chain's cafes "inviting places to linger" https://t.co/MK0w5IrEDw
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However, he acknowledged that the company has strayed from its core values. “We have an opportunity to improve the store experience for our partners and customers.”
Niccol described Starbucks stores as places of ‘connection and joy, and of course, great coffee’. He admitted that this has changed over the years.
“Many customers still experience this magic daily, but particularly in the US, we sometimes fall short,” he said. “It can feel transactional, menus can be overwhelming, product inconsistent, waits too long, or handoffs too hectic. These are areas where we can improve.”
He plans to ‘get back to Starbucks’ by ‘refocusing on what has always set Starbucks apart’.
Niccol outlined four key changes: empowering baristas to better care for customers; ensuring drinks and food are consistently delivered on time; reestablishing Starbucks as the community coffeehouse; and reminding people of Starbucks’ unmatched coffee expertise and unique experience.
He aims to achieve these goals within his first 100 days in the role, hoping to address current issues before Christmas.
Niccol’s plans follow a significant decline in the company’s sales in recent months.
Starbucks experienced nearly a two percent revenue drop in the first quarter of this year. Former CEO Laxman Narasimhan called the results ‘disappointing’ and cited a ‘challenging operating environment’.
The second quarter also saw another decline in revenue.
Niccol hopes that by returning to its original sit-down model rather than prioritising drive-thrus, Starbucks can ‘get back to what makes Starbucks, Starbucks’.
What Other Media Are Saying
- Delish reports on Starbucks CEO Brian Niccol’s open letter, admitting the chain’s struggles and plans for refocusing on its core values, including community and customer service.(read more)
- CNBC reports that new Starbucks CEO Brian Niccol outlines plans to enhance the barista experience, morning service, cafe ambiance, and branding to revitalize the U.S. business, focusing on tech improvements and supply chain efficiency.(read more)
- Restaurant Business reports that Brian Niccol’s early vision for Starbucks involves improving operations and marketing while re-establishing the brand as a community coffeehouse, focusing on customer service and employee empowerment.(read more)
Frequently Asked Questions
Here are some common questions asked about this news
Who is the new CEO of Starbucks?
Brian Niccol.
What are Brian Niccol’s plans for Starbucks?
Empower baristas, ensure timely delivery, reestablish community coffeehouse, and highlight Starbucks’ coffee expertise.
When did Brian Niccol join Starbucks?
September 9.
Why does Starbucks need changes?
Declining sales and drifting from core values.
How does Niccol plan to improve the Starbucks experience?
By refocusing on connection, joy, and great coffee.
