Brian Niccol says he wants to ‘get back to what makes Starbucks, Starbucks’

New Starbucks CEO Brain Niccol has already set out his plans for the future of the coffee chain just 48 hours into his new role.

Niccol officially joined the business on September 9 and has now outlined the changes he plans on making to the company in a lengthly letter shared to the official Starbucks website.

Revealing some ‘truths’ he’s learnt about the coffee company, Niccol penned: “First, Starbucks is a beloved brand with wonderful people. We are woven into the fabric of people’s lives and the communities we serve.

“Second, there’s a shared sense that we have drifted from our core. We have an opportunity to make the store experience better for our partners and, in turn, for our customers.”

He continued to describe Starbucks stores as being about ‘connection and joy, and of course great coffee‘, but this has somewhat changed over the years.

“Many of our customers still experience this magic every day, but in some places — especially in the US — we aren’t always delivering,” stated Niccol.

In 2023, the leading coffee shop chain in the US was Starbucks (Zhang Peng/LightRocket via Getty Images)

“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.”

He now insists that they plan on ‘getting back to Starbucks’ by ‘refocusing on what has always set Starbucks apart’.

Niccol detailed four key changes that he’ll be implementing: Empowering baristas to take care of customers; ensuring that outstanding drinks and food are delivered on time, every time; reestablishing Starbucks as the community coffeehouse; and reminding people of Starbucks’ ‘unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide’.

He hopes to achieve this goals within the first 100 days in his new role, meaning Niccol seemingly wants to uproot Starbucks and its current flaws before Christmas.

Brian Niccol recently took over as Starbucks’ CEO (Robin Marchant/Getty Images)

The new CEO’s sentiments come after the company have noticed a huge decline is sales in the last few months.

Starbucks saw an almost two percent decline in revenue over the first three months of this year, ABC News reports.

Former CEO Laxman Narasimhan labeled the results as ‘disappointing’ and blamed a ‘challenging operating environment’.

Meanwhile, across this year’s second quarter, Starbucks saw yet another decline.

It’s now hoped that by Starbucks returning to its original sit down model in lieu of its increased drive-thru option in stores, it could help the chain and in Niccol’s own words, ‘get back to what makes Starbucks, Starbucks’.