Starbucks’ New CEO Announces 4 Major Changes to Improve Overall Experience; Here Are the Details

Starbucks CEO Brian Niccol believes the future of the beloved coffee chain is deeply rooted in its past. In an open letter to employees and customers during his first week, Niccol shared his vision for creating community-focused spaces with comfortable seating to strengthen connections.

In a statement released Tuesday, the coffee company’s new president revealed that after spending a few weeks visiting Starbucks locations to assess the customer experience and discuss operations, store design, marketing and product development, “two truths emerged.”

“First, Starbucks is a brand loved by great people. We are embedded in people’s lives and the communities we serve. Second, we all feel like we’ve strayed from our core business. We have an opportunity to improve the in-store experience for our partners and, as a result, for our customers,” he said.

With that in mind, Niccol outlined four key areas where he plans to refocus the company’s efforts. He said: “We’re going back to Starbucks. We’re refocusing on what has always been Starbucks: a welcoming coffee shop where people come together and where we serve the best coffee, hand-crafted by our skilled baristas. That’s our enduring identity. We’re going to innovate from there.”

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Niccol’s strategy is to first give baristas the tools and time to make great drinks every time. The second goal is to “succeed every morning,” which he says means meeting customer expectations by delivering food and drinks on time.

Third, he wants to restore Starbucks to its place as the ultimate community coffee shop by improving the in-store experience. That means creating welcoming spaces with comfortable seating, thoughtful design and a clear separation between “to-go” and “in-store” service.

Niccol stressed, “It’s time for us to tell our story again,” urging partners and stakeholders to embrace their role in the community and embrace the unique experience Starbucks offers. To support this vision in the U.S., he plans to invest in technology to enhance the partner and customer experience, improve the supply chain, and evolve the app and mobile ordering platform.

While these initiatives will initially roll out in the United States, Niccol sees significant growth potential in Starbucks’ 87 international markets. He pointed to opportunities in regions such as the Middle East, where the company wants to combat misconceptions about the brand, and in Asia Pacific, Europe and Latin America, where Starbucks already has a strong following.

During his first 100 days, Niccol will visit stores and support centers, working closely with partners and suppliers to deliver these critical first steps.