New Starbucks CEO Brian Niccol has laid out his plans to revive the brand by focusing on its U.S. operations before tackling international markets like China. In his open letter, Niccol addressed key challenges, including inconsistent product quality, long wait times, and a chaotic customer experience. He committed to improving the barista experience, enhancing morning service, redesigning cafes to foster community, and reestablishing Starbucks’ brand identity.

To achieve these goals, Starbucks will invest in technology to streamline operations and improve mobile ordering. Niccol also plans to boost supply chain efficiency and ensure baristas have the tools they need to craft quality drinks faster. While the focus is on the U.S. initially, Niccol intends to address Starbucks’ issues in China, where post-pandemic recovery has been slow, and competition has intensified, forcing the chain to rely on discounts. He also aims to correct brand misconceptions in the Middle East, where Starbucks has faced boycotts tied to political tensions.

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New Starbucks CEO, Brian Niccol.

For his first 100 days, Niccol will spend time in stores and offices, meeting with key suppliers and stakeholders to implement these changes. His goal is to bring Starbucks back to its roots as a community-driven coffeehouse that delivers exceptional service.

Niccol took over after the company’s former CEO, Laxman Narasimhan, was ousted following several quarters of declining sales, particularly in the U.S. and China. Previously, Niccol successfully led Chipotle Mexican Grill through a significant turnaround, and now he’s tasked with executing a similar recovery for Starbucks.