Starbucks is planning significant changes to reinvigorate its business after experiencing a decline in sales, particularly in its key markets of the U.S. and China.
Under the leadership of new CEO Brian Niccol, the company is focusing on simplifying its menu, improving customer service, and redesigning store environments.
Niccol aims to overhaul U.S. locations by introducing more comfortable seating, ceramic mugs for in-store customers, and a coffee-condiment bar. He also wants to reduce customer wait times to under four minutes, which could involve increasing staffing
In response to customer feedback, Starbucks is addressing the complexity of its menu and plans to adjust pricing while also revising its marketing strategy to better engage a broader audience, not just those in its loyalty program
This menu overhaul includes removing some items like the olive-oil-infused drinks, which had been a part of former CEO Howard Schultz's vision
These initiatives come as Starbucks faces ongoing challenges, including a drop in same-store sales and stiff competition, especially in China
Overall, the company hopes these changes will boost its sales, streamline operations, and restore the appeal of its coffeehouse culture.