Brian Niccol was parachuted to return around Starbucks in September last year and is not holding the problems he was inherited for himself.
The former chipotle general manager has made it clear that he wants the coffee chain to return to his roots: a comfortable coffee where customers feel appreciated-even if he is only with a smiling face drawn by Sharpie in Gotat their receiving.
When he joined, the Starbucks chief said the stores were compressed with clients waiting for mobile messages and public members using as much an open bath policy.
This has been changed under Niccol-an action that shared the CEO thought, adding that betting for car customers and mobile orders have not been paid.
“We have spent a lot of time trying to figure out how to dedicate our way to a very efficient drink and not enough time in what is the experience that Starbucks offers,” Niccol said in an interview with Wall Street Journal.
“For now, when you order mobile, you will sometimes get a message that says your drink will be ready for three minutes. You physically can’t get there in three minutes,” Niccol explained. “We are falling in love when the client wants it and when we are doing it, and the number one demand is,” Let me choose at what time I can come and get my drink. “”
The problem that Niccol identifies is not new. The former -ceo Howard Schultz described the app as the branded Achilles heel, saying that “exceeded the point that disproportionately created an environment in our stores where the mobile app became the main vehicle as well as the main vehicle for dissatisfaction because people could not drink their drink in time;
Talking about Won Podcast last year, Schultz described the chaos about the barista counter as an “age pit”, adding: “This is not Starbucks”.
Last year sales data set the naked issue. In her call at Q2 2024, the company said between one in seven or eight clients abandoned their order because their special coffee Starbucks is.
By the end of the year, the company reported that comparable global store sales decreased by 2%; In the fourth quarter, they fell with a significant 7%.
“Of course, I was not here, but when I look at the situation, I think we lost the concentration at that moment of the relationship,” Niccol added.