Starbucks named Brian Niccol as CEO in August, trusting him to turn around the coffee chain's slumping sales.
New Starbucks CEO Brian Niccol named four priorities for the U.S. business that he plans to tackle in an open letter to customers, employees and stakeholders.
"... In some places — especially in the U.S. — we aren't always delivering," Niccol wrote in the open letter addressed to customers, employees and stakeholders. "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."
"This is our plan for the U.S., and where I need to focus my time initially," Niccol wrote in the letter. But later, he'll plan to address its international business, like China, its second-largest market. Starbucks' business in China has struggled to bounce back from the pandemic, and increased competition has led the coffee chain to lean more on discounts and promotions to win back customers.
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