Consumer
Starbucks’ New CEO Vows to Make Cafes ‘Inviting’ Once Again
- New CEO says there’s a sense ‘we have drifted from our core’
- The incoming leader will initially focus on US operations
Brian Niccol’s plan involves investments in technology, boosting the company’s supply chain, and upgrading the mobile ordering platform.
Photographer: David Paul Morris/BloombergThis article is for subscribers only.
Starbucks Corp.’s new Chief Executive Officer Brian Niccol 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 an open letter, Niccol said Tuesday he wants to once again make the cafes “inviting places to linger” with a clear distinction between dine-in and to-go service. Recent store visits revealed “a shared sense that we have drifted from our core,” he said.