Starbucks CEO Brian Niccol set out his priorities for his first 100 days on the job © FT montage/AP
Starbucks CEO Brian Niccol announced bold plans to rejuvenate the brand. On Tuesday, Niccol, who took over just days ago, sent out a letter outlining his 100-day plan for the global coffee giant. This came after his predecessor Laxman Narasimhan was ousted last month, leaving the company in a state of uncertainty.
In his letter, Niccol acknowledged that Starbucks has drifted away from its core identity as a “community coffee house.” He noted that some stores, especially in the United States, have lost the “magic” that once made them inviting spaces for customers to gather. His goal is to restore that feeling by making Starbucks more than just a place for quick transactions.
Niccol has a proven track record. As the former CEO of Chipotle Mexican Grill, he led a remarkable turnaround, and Starbucks’ investors are hopeful that he can do the same here. In fact, the company’s stock has already risen by about 20% since Niccol took over. His focus is on bringing back what Starbucks used to stand for—being a third place for people, separate from home and work, where they can relax, connect, and enjoy their coffee.
One of the first things Niccol wants to address is the customer experience. In recent years, Starbucks has shifted heavily towards mobile orders and takeaway, which has led to long lines and a chaotic atmosphere during peak hours. Many loyal customers feel that the company’s original appeal has been lost in the rush to fulfill orders as quickly as possible. Niccol recognizes this and plans to bring a better balance between to-go and dine-in services. He mentioned that the stores should be inviting, with comfortable seating and thoughtful design to encourage people to stay.
Niccol also wants to focus on making mornings less hectic, both for customers and baristas. Starbucks’ morning rush can be overwhelming, and he believes that improving efficiency during this high-volume period will make the overall experience better. He promised to improve conditions for the staff, acknowledging that happy employees are key to creating a welcoming environment for customers.
Internationally, Starbucks has had its struggles. In China, one of the company’s most important markets, sales have been slipping. Additionally, the brand has faced boycotts in parts of the Middle East due to the conflict in Gaza. Niccol aims to rebuild the company’s reputation in these regions while also capitalizing on strong demand in places like Europe, Latin America, and the Asia-Pacific region. He believes there’s enormous growth potential in these areas and intends to take full advantage of it.
Niccol’s vision for Starbucks isn’t just about operations; it’s about storytelling. He wants to ensure that the company tells its own story, rather than letting others define who they are. For him, Starbucks is more than a coffee brand—it’s a community, and that’s the message he wants to communicate to customers worldwide.
The new CEO’s efforts are being closely watched, especially after Starbucks has reported declining same-store sales in the past two quarters. Before Niccol’s appointment, the company’s stock had underperformed the broader U.S. stock market for several years, which put additional pressure on the leadership to turn things around. Niccol has made it clear that he will focus most of his attention on the U.S. market, which is Starbucks’ largest, but he is also keeping an eye on international growth opportunities.
For Starbucks, Niccol’s arrival signals a return to its roots. The company built its brand on being a cozy place for people to gather, and Niccol’s strategy seems aimed at restoring that identity. Whether it’s through improving the morning rush or creating spaces where customers can linger, he appears determined to recapture what has been lost over the past few years.
The stakes are high, but with his experience and clear vision, Niccol seems poised to take Starbucks in the right direction. As he said in his letter, Starbucks will not let others define who they are, and under his leadership, the company seems ready to rediscover its soul.
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