In his first week in his new role, Starbucks CEO Brian Niccol has published an open letter pledging to “refocus on what has always set Starbucks apart”.
The letter, which has been published on the Starbucks website, is addressed to partners, customers, and stakeholders, and outlines the new CEO’s key focuses as he steps into the role.
“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.
To achieve this, Niccol has set out four initial key focuses he believes will have the biggest impact. These include: empowering baristas to take care of customers; get the morning right, every morning; reestablishing Starbucks as the community coffeehouse; and telling the Starbucks story.
“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.”
Prior to taking on the Starbucks CEO role, Niccol was the Chairman and CEO of Chipotle Mexican Grill, an international chain of fast-casual restaurants. In this role he has predominantly focused on the brand, people, culture, menu innovation, and digital transformation while also driving growth and creating value.
