Starbucks CEO eyes reclaiming the coffeehouse vibe in 4-part strategy

The brand currently aims to use these strategies in the US.

Starbucks' new CEO Brian Niccol has announced his commitment to getting ‘back to Starbucks’ by refocusing on its ‘coffeehouse’ vibe.

For this strategy, Starbucks' new CEO said there will be four key areas to focus on. 

The first is towards empowering its baristas. Niccol said they aim to ensure that their baristas have the tools and time to craft great drinks every time, delivered personally to each customer whilst making Starbucks the best place to work, with career opportunities and a clear growth path.

Niccol also has plans to focus on the morning daypart. He also made commitments to reestablish Starbucks as the community coffeehouse by elevating the in-store experience by ensuring their spaces reflect the sights, smells and sounds that define Starbucks. 

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

“It’s time for us to tell our story again — reminding people of our unmatched coffee expertise, our role in communities and the special experience that only Starbucks can provide. We won’t let others define who we are.”

The strategies announced by Niccol will currently focus on its US business but has plans down the line to analyse other key markets such as China.

“Internationally, we see enormous potential for growth, especially in regions like the Middle East, where we’ll work to dispel misconceptions about our brand, and in Asia Pacific, Europe and Latin America, where the love for Starbucks is strong,” Niccol said.