From CNBC: 2024-09-10 13:15:43

New Starbucks CEO Brian Niccol aims to improve the chain’s U.S. business in his first 100 days by focusing on the barista experience, morning service, cafes, and branding. Niccol plans to increase investments in technology to enhance the overall customer and partner experience. Later, he will tackle international markets like China and the Middle East to drive growth.

Niccol’s commitment to Starbucks as a place for high-quality, handcrafted coffee emphasizes the company’s dedication to excellence. The chain operates coffee farms, roasting facilities, and Reserve Roasteries worldwide, ensuring top-tier quality beans and craftsmanship. Starbucks’ goal is to create a welcoming coffeehouse atmosphere where customers can enjoy great coffee while fostering connections and community.

From providing outstanding drinks and food in the morning to reestablishing Starbucks as a community coffeehouse, Niccol aims to elevate the in-store experience. The plan includes empowering baristas, enhancing store design, and distinctly highlighting the brand’s unmatched coffee expertise. By investing in technology and emphasizing the company’s core values, Starbucks is looking to reinvigorate its U.S. business and future international growth.

The plan outlined by Niccol focuses on the U.S. as the initial priority, with a vision for global expansion in China, the Middle East, Asia Pacific, Europe, and Latin America. He intends to spend his first 100 days meeting with key partners, suppliers, and staff, emphasizing Starbucks’ enduring identity rooted in quality coffee, exceptional experiences, and a commitment to excellence.



Read more at CNBC: New Starbucks CEO Brian Niccol outlines plans for business