Brian Niccol, recently appointed CEO of Starbucks, wrote in an open letter his plan to improve the store experience, as he admits the company drifted from its core. The message was addressed to all partners, customers and stakeholders.

“Today, I’m making a commitment,” Niccol wrote: “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.”

Niccol took the helm of Starbucks on September 9. Reviewing the feeling of the cafes, he observed that some, especially in the US, have dimmed their role of “a gathering space, a community center where conversations are sparked, friendships form, and everyone is greeted by a welcoming barista.” Instead, it can feel transactional, menus can feel overwhelming, the product is inconsistent, the wait too long or the handoff too hectic, he detailed. “These moments are opportunities for us to do better.” 

Starbucks will focus initially on four key areas to course-correct: 

• “Empowering baristas to take care of its customers”, with the tools and time to craft great drinks every time, delivered personally to each customer
• “Get the morning right, every morning” – delivering quality drinks and food, on time, every time
• “Reestablishing Starbucks as the community coffeehouse” – the stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between “to-go” and “for-here” service
• “Telling our story” — reminding people of its coffee expertise, its role in communities and the special experience it can provide

To support this vision in the US, Starbucks will invest in technology that enhances the partner and customer experience, improves its supply chain and improves its app and mobile ordering platform – a known issue, acknowledged by former CEO Howard Schultz, who said the coffee chain’s mobile app is its biggest “Achilles heel”.

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Photo: Starbucks social media