"We got really focused on trying to be efficient and run it like a manufacturing facility, as opposed to recognizing, no, this is actually a customer service experience, where we do great craft and create great drinks for people on time."
"Niccol came into a company that was in some ways battered by the success of its popular online ordering, still responsible for most of the chain's orders, including 40% drive-thru and 30% mobile."
"Early in his tenure, Niccol spoke with customers who lamented the lack of comfortable seating Starbucks locations once had, as well as baristas rec."
Brian Niccol, as CEO of Starbucks, observed that the chain had become overly focused on efficiency, resembling a factory rather than a welcoming coffee house. His 'Back to Starbucks' plan aims to revive the brand's identity as a 'third place' for customers. The emphasis on online ordering and a large menu has led to customer dissatisfaction and overwhelmed baristas. Niccol's efforts are directed towards enhancing the customer experience and restoring the charm of Starbucks locations.
Read at Fortune
Unable to calculate read time
Collection
[
|
...
]