Starbucks has been facing a rough year with declining sales, boycotts, and turnover in the executive ranks. In an effort to save the world’s largest coffee chain, the company has brought on former Chipotle CEO Brian Niccol to lead the charge.
In a recent interview with WSJ’s restaurant reporter Heather Haddon, Niccol discussed the challenges facing Starbucks and his plans to turn things around. One of the key areas he is focusing on is mobile ordering through the app. Niccol believes that revamping mobile ordering will help bring customers back to Starbucks by making the process more efficient and convenient.
In addition to mobile ordering, Niccol also discussed his plans to revamp the store layout to create a more welcoming and inviting coffeehouse vibe. He believes that a reimagined store layout will help improve the overall customer experience and bring people back into Starbucks locations.
Another area that Niccol is looking to improve is the condiment bar. By streamlining and updating the condiment bar, Niccol hopes to make the experience of customizing drinks more enjoyable for customers.
When discussing how Starbucks got to this point, Niccol highlighted the need for innovation and change in order to stay relevant in a competitive market. He emphasized the importance of listening to customers and adapting to their needs in order to drive growth.
Overall, Niccol remains optimistic about the future of Starbucks under his leadership. By focusing on mobile ordering, store design, and customer experience, he is confident that he can help the company bounce back from its recent struggles and thrive once again in the coffee industry.
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Video “Starbucks's New CEO’s Plan to Save America’s Largest Coffee Company | WSJ” was uploaded on 02/20/2025 to Youtube Channel The Wall Street Journal