Brian Nicol, the new CEO of Starbucks, the world’s largest coffee chain, emphasized on the 10th (local time) that he would return to his original Starbucks appearance.
According to the Wall Street Journal (WSJ) and other foreign media, he, who took office as Starbucks CEO on the 9th, said in a letter to customers and employees, “I’m going to make an appointment today. We’re going to go back to Starbucks.” He expressed his willingness to return Starbucks to its old form by improving services and supply chains.
“In some regions, especially the United States, we are not always able to provide satisfactory service,” he said, pointing out the current Starbucks problem, saying, “The menu is difficult, the product quality is inconsistent, the waiting time is long, and the process of receiving orders is confusing.”
In response, CEO Nicole said, “We will focus on improving our U.S. business during our first 100 days in office.” We will invest in technology, make supply chains more efficient, and upgrade apps and mobile orders to improve barista’s working environment and make drinks faster, he said. “This is our plan for the United States, and this is what I need to focus on initially,” he stressed.
Starbucks also plans to invest in overseas businesses, including China, the second largest market after the U.S., he said. Starbucks is struggling due to sluggishness caused by fierce competition in China due to the Guoqiao (Patriotic Consumption) craze. “Starbucks recognizes the importance of the Chinese market, plans to establish strategies to succeed in this market and take advantage of its strengths,” he said.
In addition, the company said it would make efforts to resolve the “misunderstanding” of the Starbucks brand in the Middle East. Starbucks was boycotted mainly in the Middle East after allegations that it supports and funds Israel after the Israel-Hamas war spread in October last year.
Nicole, a former CEO of fast food chain Chipotle Mexican Grill, was appointed as a relief pitcher for Starbucks, replacing former CEO of Lacksman Nasrushman, who resigned on April 13 to take responsibility for poor performance. Starbucks shares closed 1.23 percent higher on the New York Stock Exchange on the day compared to the previous trading day.
SALLY LEE
US ASIA JOURNAL
