Starbucks CEO Brian Niccol debuts new US plan to keep you in stores longer

Published On Sep 10, 2024, 9:19 AM

Starbucks' new CEO, Brian Niccol, has laid out an initial plan aimed at revitalizing the company in the U.S., following a period of declining sales and pressure from investors. He intends to enhance the customer experience and improve store environments to encourage customers to stay longer. Furthermore, the plan includes investments in technology, boosting employee morale and creating more inviting store designs. Niccol's focus will also extend to ensuring timely service and emphasizing Starbucks' coffee expertise, as he prepares strategies for growth in both the U.S. and international markets, especially China.