Starbucks is planning to bring back Sharpies and ceramic mugs and cut back its menu.
Starbucks investors heard more details about CEO Brian Niccol's plan to bring back customers to U.S. stores.Streaming 24/7: Watch NBC 5 local news and weather for free wherever you are
Shares of Starbucks were flat in extended trading Thursday after the company reported that its revenue fell for the third straight quarter.Starbucks customers have become used to walking into a cafe and seeing a counter crowded with mobile orders. Niccol wants to change that. Niccol said Starbucks is working to improve the accuracy of the app's timing, so customers know when their drinks are ready. Plus, he wants to better separate mobile order pickups from in-person ordering inside restaurants and curtail how much customers can customize their drinks.
Niccol said Starbucks would also be taking a look at the items that it wouldn't have put on the menu if the four-minute standard was already in place. "The reality is the majority of what we have are these cafes that I think don't have the right seats, potentially have the right texture, don't have the right layers, don't have the right warmth. We need to bring that back," Niccol said., with little to no seating, particularly in urban areas. Niccol said even those cafes could be more welcoming to customers.
Starbucks has already been increasing the average number of hours that it schedules baristas. More shifts — and more consistent scheduling — have lowered the company's turnover and helped overall retention.
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