11/01/2024

Starbucks’ Niccol Maps Out His Vision for the Coffee Giant

It includes a four-minute coffee

Starbucks Corporation's new chief executive officer, Brian Niccol, addressing investors for the first time since taking the company's helm, laid out his vision of strategic changes to reboot the struggling coffee chain — from reining in drink customization to revising the staffing model.

Niccol said Starbucks needs to focus on coffee, first and foremost, while improving service times. He set a goal of getting drinks to in-store customers in four minutes or less and ensuring online orders are filled on time. Starbucks will also trim its food and beverage menu, and Niccol vowed a more disciplined approach to product development, saying the company had strayed from its own process in recent years.

Speaking on an earnings call Wednesday, he promised to bring back some touches that will make the Starbucks experience feel less like fast food: ceramic mugs, sharpies that baristas can use to personalize cups and a condiment bar that will allow customers to once again pour their own milk and sugar.

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