Brian Niccol, CEO, Starbucks
Starbucks’ new CEO, Brian Niccol, has unveiled a plan to address declining sales and improve the customer experience, acknowledging past difficulties in customer interactions.
The company reported a third consecutive quarter of declining sales, with North American same-store sales down by 6%.
Niccol took the reins with “Back to Starbucks,” a sweepingly simpler menu, easier-to-digest pricing, straight-shooting communication, and a vow to eliminate operating snags, all designed to reconnect the company with its core identity.
Emphasizing the importance of supporting baristas, Starbucks plans to offer career growth opportunities, industry-leading benefits, and improved tools for exceptional customer service.
Efforts include refining the mobile order and pay system, creating more inviting seating areas, and ensuring a comfortable customer experience.
