Brian Niccol’s initial focus will be on remaking the US business.
Brian Niccol, Starbucks’s new chief executive officer, says he will redouble efforts to improve the company’s physical locations, making the cafés “inviting places to linger” with a clear distinction between dine-in and to-go service. said he plans to redouble efforts to improve the company’s physical locations, as digital ordering has radically altered the way the coffee chain does business.
“In some places — especially in the U.S. — we aren’t always delivering,” Niccol said. “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.” The new CEO is still crafting a plan for international markets. He said Starbucks can grow in regions such as the Middle East, where he’ll “work to dispel misconceptions” about the brand, which has became the target of boycotts over its perceived stance in the Israel-Hamas war.
Starbucks ousted its first-ever external CEO, Laxman Narasimhan, last month after two consecutive quarters of sales slumps. Niccol is getting the power to shape the company’s strategy from day one, unlike Narasimhan, who trained for almost six months under Howard Schultz, the longtime leader responsible for building the coffee chain into the world’s largest.
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