Starbucks CEO Vows to Reduce Wait Times, Reestablish ‘Community’ Focus

It’s only his second day on the job, but new Starbucks CEO Brian Niccol isn’t wasting any time as he seeks to revitalize the Seattle coffee giant.

“We aren’t always delivering,” Niccol said in an open letter on the Starbucks website. “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.”

Specifically, Niccol wants to bring back Starbucks as a “community coffeehouse,” a concept that once marked the cornerstone of the company’s culture, but one that has slipped away, especially since the pandemic. To accomplish that, he mentioned “empowering our baristas to take care of our customers,” delivering orders correctly and on time, and emphasizing the company’s role as a valued community partner.

Niccol was named CEO in August after spending six years leading Chipotle’s Mexican Grill, where profits rose nearly seven-fold during his tenure. He said at the time that “I have long-admired Starbucks’ iconic brand, unique culture and commitment to enhancing human connections around the globe.”

Former CEO Laxman Narasimhan — who was ousted after only about a year-and-a-half at the company amid slumping sales — admitted in an earnings call with investors earlier this year that customers had been complaining about wait times and product availability for popular menu items.

Niccol said he would initially focus on revamping the chain’s U.S. operations, especially during his first 100 days on the job.

“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,” he said in the letter. “Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between ‘to-go’ and ‘for-here’ service.”