Starbucks' new CEO started Sept. 9, 2024. (Photo: Smith Collection/Gado/Getty Images
New Starbucks CEO Brian Niccolis outlining a plan to bring the company back toits roots, acknowledging that the chain has lost its way.
Why it matters: The former Chipotle boss is under pressure to deliver a turnaround at Starbucks with the coffee giant reeling from a slowdown in sales and facing pressure from activist investors.
Long wait times and supply chain issues have been dogging Starbucks in the post-Howard Schultz era.
Driving the news: Niccol released a letter Tuesday outlining his plans for Starbucks in his first 100 days and detailing what he views as the company's missteps before he joined.
"We're refocusing on what has always set Starbucks apart — a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas," he wrote.
His plan includes delivering morning orders "on time, every time," and "elevating the in-store experience" with more comfortable seating, he said.
