New Starbucks boss: We are inconsistent and customers wait too long

The super-commuting new chief executive of Starbucks has said that the coffee chain’s products are “inconsistent” and that customers are waiting too long for their orders.
Brian Niccol, 50, who has come under fire for having a remote office a thousand miles from Starbucks’ headquarters in Seattle, said in an open letter in his first week as chief executive that he would focus initially on improving the in-store experience for customers and delivering drinks and food on time.
“We’re committed to elevating the in-store experience, ensuring our spaces reflect the sights, smells and sounds that define Starbucks,” Niccol said.
“Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between ‘to-go’ and ‘for-here’ service.”
Niccol was hired to run Starbucks last month in a surprise move after the coffee shops chain reported two consecutive quarters of declining sales. He has pledged to re-establish Starbucks “as the community coffeehouse”.
The global coffee retailer, which traces its roots to a coffee bean store in Seattle opened by three university friends in 1971, has been accused of prioritising sales volumes over the in-store experience that was once central to its appeal. In its American outlets, comfy leather armchairs have been replaced with wooden chairs, handwritten names on cups have been exchanged for printed tickets and critics say that app orders are taking too long to arrive.
Niccol, who transformed the fortunes of Chipotle Mexican Grill, the burrito restaurant chain, as its chief executive, was persuaded to jump ship by the board of Starbucks, who have given him a compensation package potentially worth more than $100 million.
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As part of the agreement, Starbucks will pay for a remote office with an assistant for Niccol in Newport Beach, California. A Starbucks spokeswoman said that Niccol’s primary office would be in Seattle, where he will spend the majority of his time.
Niccol said he would spend time in stores, meeting suppliers and partners in an effort to improve the company’s supply chain, as well as its app and mobile ordering platform.
“In some places, especially in the US, we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better,” he wrote.
Starbucks upgraded equipment across its American company-operated stores this summer to increase the pace of service.
In China, Niccol said Starbucks needed to “capitalise on its strengths” in the market. Competition from more affordable brands has hurt Starbucks in the region, with comparable sales falling by 14 per cent in the third quarter.
Starbucks’ global footprint has grown to more than 39,000 stores and it has said previously that it plans to have 55,000 by 2030.
Niccol said Starbucks would work to “dispel misconceptions” about the brand in the Middle East, where it is believed to have taken a hit from a boycott campaign linked to the Gaza war.
The chain has also encountered pressure from Elliott Investment Management, the activist investor, to improve its business this year. Its shares rose sharply after Niccol’s appointment was announced last month.