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Starbucks brand-new CEO to enhance US shops as very first task

Starbucks new CEO Brian Niccol laid out his plan for the first 100 days on Tuesday, stating he would concentrate on boosting consumer experience and coffeehouse culture at its shops in the United States.

Niccol took over from Laxman Narasimhan on Sept. 9 at a time when the coffee chain is dealing with weak need in the United States and China.

He said in an open letter he would concentrate on the U.S. at first by enhancing supply chain, and additional establishing its app and mobile buying platform.

In some locations-- especially in the U.S.-- we aren't constantly providing. It can feel transactional, menus can feel frustrating, product is irregular, the wait too long or the handoff too stressful. These moments are chances for us to do much better, he wrote.

Niccol said U.S. stores would focus on delivering drinks and food on time, and raising in-store experience for customers.

We're returning to Starbucks. We're refocusing on what has actually always set Starbucks apart, Niccol said, adding that coffee is the company's identity.

He added that there requires to be a clear distinction between to-go and for-here services at the stores.

About its service in China, the previous CEO at burrito chain Chipotle Mexican Grill said Starbucks requires to comprehend its course to capture growth.

In July, Narasimhan had stated on a post-earnings call that Starbucks was open to looking at strategic choices including joint ventures and collaborations for its organization in China.

Niccol said Starbucks would work to eliminate mistaken beliefs about the brand name in the Middle East as Western brands take a hit from a spontaneous boycott campaign linked to the Gaza war.

(source: Reuters)