Starbucks CEO Brian Niccol announced in an open letter that he will “refocus on what has always set Starbucks apart” in his first week in the position.
The letter, which is available on the Starbucks website, is addressed to stakeholders, partners, and customers and also lists of the new CEO’s primary goals for the position.
“Today, I’m making a commitment. We’re getting back to Starbucks. We’re refocusing on what has always set Starbucks apart. A welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas. This is our enduring identity. We will innovate from here,” says Niccol.
Niccol has identified four primary areas of attention that he thinks will have the greatest influence in order to accomplish this. These include reclaiming Starbucks as the neighborhood coffee shop, enabling baristas to tend to customers, communicating the Starbucks story, and also making the mornings right every morning.
“To support this vision for our U.S. business, we’re making investments in technology that enhance the partner and customer experience, improve our supply chain and evolve our app and mobile ordering platform,” says Niccol.
“This is our plan for the U.S., and where I need to focus my time initially. But Starbucks is a global company. We operate in 87 markets around the world, where thousands of talented green apron partners share their love of coffee with customers every day. I know I have much to learn from these outstanding teams and I look forward to getting on the road and spending time with them.
“In China, we need to understand the potential path to capture growth and capitalise on our strengths in this dynamic market. Internationally, we see enormous potential for growth, especially in regions like the Middle East, where we’ll work to dispel misconceptions about our brand, and in Asia Pacific, Europe and Latin America, where the love for Starbucks is strong.”
Niccol served as Chairman and CEO of Chipotle Mexican Grill, a global network of fast-casual restaurants, before accepting the CEO position at Starbucks. In addition to fostering growth and adding value, he has mostly concentrated on the brand, people, culture, menu innovation, and digital transformation in this capacity.
