Starbucks' new chairman and CEO said Tuesday that he plans to focus on improving service - particularly during the morning rush - and reestablishing stores as gathering places as he takes over at the struggling coffee giant.
In an open letter on the Seattle coffee giant's website, Brian Niccol said Starbucks is a beloved brand but that he found during conversations with employees and customers over the past few weeks a 'shared sense that we have drifted from our core."
Starbucks' sales have fallen this year due to weaker U.S. store traffic and other issues, including rising competition in China and boycotts in the Middle East. Niccol said improving the store experience for both baristas and customers will help turn that around.
"Many of our customers still experience this magic every day, but in some places - especially in the U.S. - we aren't always delivering," said Niccol, who was named Starbucks' CEO in August but officially started the job on Monday. "It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better."
Niccol, who was the CEO of Chipotle before coming to Starbucks, said the company "founded on a love for high quality coffee" needs to make sure baristas have the proper tools and time to make drinks and personally deliver them to customers.
