(Reuters) – Starbucks new CEO Brian Niccol laid out his plan for the first 100 days on Tuesday, saying he would focus on enhancing customer experience at its stores in the U.S.
Niccol took over from Laxman Narasimhan on Sept. 9 at a time when the coffee chain is tackling weak demand in the U.S. and China.
He said in an open letter that he would focus on the U.S. initially by improving supply chain and further developing its app and mobile ordering platform.
“In some places — especially in the U.S. — we aren’t always delivering. 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,” he wrote.
About its business in China, the former CEO at burrito chain Chipotle Mexican Grill said Starbucks needed to understand its path to capture growth.
Niccol said Starbucks would work to “dispel misconceptions” about the brand in the Middle East as Western brands take a hit from a spontaneous boycott campaign linked to the Gaza war.
(Reporting by Juveria Tabassum in Bengaluru; Editing by Arun Koyyur)
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