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Starbucks new CEO Niccol to concentrate on United States in first 100 days

Starbucks new CEO Brian Niccol set out his plan for the very first 100 days on Tuesday, saying he would concentrate on improving client experience at its shops in the U.S.

Niccol took over from Laxman Narasimhan on Sept. 9 at a time when the coffee chain is taking on weak demand in the U.S. and China.

He stated in an open letter that he would focus on the U.S. initially by enhancing supply chain and additional developing its app and mobile ordering platform.

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

About its organization in China, the former CEO at burrito chain Chipotle Mexican Grill said Starbucks needed to understand its course to catch growth.

Niccol said Starbucks would work to resolve misunderstandings about the brand in the Middle East as Western brand names take a hit from a spontaneous boycott campaign connected to the Gaza war.

(source: Reuters)