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How CEO Brian Niccol Aims to Fix Starbucks

Brian Niccol is working to make Starbucks more efficient and improve the customer experience. He prioritizes mobile orders, changes drink-making processes, and implements policies requiring purchases to use Starbucks services. Niccol also aims to strengthen brand recognition and introduce condiment bars for better efficiency.






Brian Niccol has been hired during a slump Starbucks is facing, to render Starbucks more efficient and deliver a more pleasant experience to customers. Recently, Starbucks has been facing a downfall due to mobile Starbucks. Mobile Starbucks is performing poorly and is weak on customer retention.


Brian Niccol prioritizes mobile order to raise Starbucks’ efficiency and revenue. Starbucks has to speed up the process of making drinks by changing the sequence of making drinks. Niccol has also implemented policies making customers buy from Starbucks to use Starbucks bathroom or other services.


Moreover, Niccol thinks that the implementation of condiment bars will improve the efficiency of making drinks and give freedom to the customers. Niccol has a goal to make Starbucks more recognizable and to let people know about what brand Starbucks really is.




 
 
 

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