New Starbucks CEO Outlines Turnaround Strategy, Plans Tech Investments and Store Redesigns to Business in US and Abroad

Benzinga

New Starbucks CEO Brian Niccol plans to focus on improving the chain's U.S. business during his first 100 days on the job. In an open letter, Niccol acknowledged the brand has drifted from its core, identifying areas of improvement such as the barista experience, morning service, and store design. Starbucks will invest in technology and supply chain enhancements to address these issues. Niccol also aims to restore the brand's image globally, particularly in China and the Middle East. Niccol previously led Chipotle Mexican Grill and is tasked with revitalizing Starbucks’ slumping sales.

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00:00It's Benzinga and here's what's on the block.

00:02New Starbucks CEO Brian Nickell plans to focus on improving the chain's U.S. business during

00:07his first 100 days on the job.

00:09In an open letter, Nickell acknowledged the brand has drifted from its core, identifying

00:13areas of improvement such as the barista experience, morning service, and store design.

00:19Starbucks will invest in technology and supply chain enhancements to address these issues.

00:23Nickell also aims to restore the brand's image globally, particularly in China and the Middle

00:28East.

00:29Nickell previously led Chipotle Mexican Grill and is tasked with revitalizing Starbucks'

00:33slumping sales.

00:34For all things money, visit Benzinga.com

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