Starbucks CEO Brian Niccol’s plan to save the coffee chain

Brian Niccol, the the new CEO of Starbucksis ready to lead the company back to its roots. A self-proclaimed longtime fan of the brand, Niccol spent his first week sinking deep in Starbucks (SBUX) experience by visiting stores and talking to employees and customers.

The feedback is clear: Although Starbucks is valued, there is a sense that the company has “derived” away from its core values ​​which made it special in the first place.

Niccol, that is well known for return Chipotle in a power plantplans to get Starbucks is back on track focusing on four main areas.

First, Niccol said the company plans to “empower baristas,” making sure they have the tools and time to create quality drinks while providing good service to every customer. to shareholders and partners pleaseStarbucks wants to improve their workplace so that employees can make career growth plans.

Next, Starbucks said it was committed to improving its morning speed, in part because “people start their day with us.” The chain plans to deliver drinks and food reliably and on time.

The third key point is revitalized The Starbucks in-store experience. The aim is to make its stores a welcoming place where people want to ‘dwell’. To do this, the company boasts that it will use comfortable seats and make clear the difference between a “to-go” and “to-here” service.

Finally, Niccol points out that Starbucks they have to tell their storyand reminds customers and communities of the role the chain has played over the years.

To make all of this happen, Starbucks plans to invest in new technologies to improve partner and customer experiences and streamline operations. While the initial focus is on the US, Niccol said it plans to explore growth opportunities in international markets such as China and the Middle East. The chain has long struggled to capture the attention of international customers, in part due to competition from local brands.

During the first 100 days, Niccol said he plans to spend time visiting stores and meeting with partners to implement these changes.

“Together, we’re going to get back to what makes Starbucks, Starbucks,” Niccol said.