Plans are underway to pause price hikes, get rid of the ice-cold energy drink and make coffee in 4 minutes or less (video)

It’s day 51 for Starbucks CEO Brian Niccol, and he’s knee-deep in tackling the biggest issues facing baristas, customers and investors.

High prices, an overly complex menu and fast service are at the top of his to-do list. Niccol, who has spoken to baristas while visiting major markets such as New York, Dallas and Chicago, said the chain has not listened to its customers in recent years.

“It was very clear, both from our partners and from our customers, that there are things that would improve my experience at Starbucks, and honestly, these are things you used to do,” Niccol told Yahoo Finance on a call.

Chipotle’s former CEO, who took over in September, is looking to boost sales growth at the 53-year-old company after another quarter of disappointing results. results. Shares are up 4% this year, far behind the S&P 500 (^GSPC) 23% advance.

Niccol’s goal is for customers to be able to get in and out with a good experience within four minutes or less. “We’re going to be maniacal about going after it,” he said during the Q4 earnings call on Wednesday. He is bringing spice bars back to all cafes in 2025, after moving them to behind the counters during the pandemic.

Pricing is another area to focus on. Starbucks has announced that it will no longer charge for non-dairy milk, something Niccol heard was a major issue for customers (although he personally uses a black Americano or regular black coffee).

The chain also plans to pause price increases as it struggles with value perception.

“We’re definitely hitting the pause button this year,” Niccol said. “Longer term, you’re probably going to need the pricing (increase)…Hopefully inflation stays under control so you can do more (of) the traditional 1% to maybe 2%.”

Simplifying the menu is another initiative as Starbuck focuses on its core coffee business. That means no more ice cold energy drinkslaunched in June this year.

The drink’s creation doesn’t pair well with Starbucks’ other drinks. “We shouldn’t be cracking cans behind the counter,” Niccol explained.

He added that some products aren’t built with the “four-minute cafe experience” he has in mind, or don’t work well for mobile orders. Olive oil-infused coffee line Oleato, discovered under founder and former CEO Howard Shultz, will also be taken off the menu in the US.

But one recent addition is here to stay: boba-style pearls.

“Pearls are interesting to me. There’s definitely a trend for textured drinks, or adding texture to drinks,” he said. Starbucks plans to cut back on new launches and is also reviewing and simplifying its food offerings.

As the company slows store growth, Niccol wants to improve the barista experience and create a career roadmap. similar to what he did at Chipotle (CMG).

“It’s important that we promote from within… it’s important to promote this 90% from within,” he said, noting that employee retention leads to successful restaurant operations and a better customer experience.

“What happens is that everyone in our company, whether you start as a barista, become a store manager… become a district manager, you can grow with the company,” he said.

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Brooke DiPalma is a senior reporter for Yahoo Finance. Follow her on Twitter at @BrookeDiPalma or email her at [email protected].

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