New Starbucks CEO vows to focus initially on U.S. turnaround

In an open letter, new Starbucks CEO Brian Niccol said, “Over the past few weeks, I’ve spent time in our stores, speaking with partners and customers, and talking with teams across operations, store design, marketing and product development. In each conversation, two truths emerged: First, Starbucks is a beloved brand with wonderful people. We are woven into the fabric of people’s lives and the communities we serve. Second, there’s a shared sense that we have drifted from our core. We have an opportunity to make the store experience better for our partners and, in turn, for our customers…Many of our customers still experience this magic every day, but in some places – especially in the U.S. – we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic. These moments are opportunities for us to do better. Today, I’m making a commitment: We’re getting back to Starbucks. 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…To support this vision for our U.S. business, we’re making investments in technology that enhance the partner and customer experience, improve our supply chain and evolve our app and mobile ordering platform…This is our plan for the U.S., and where I need to focus my time initially…In China, we need to understand the potential path to capture growth and capitalize on our strengths in this dynamic market. 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.”