The company that got America hooked on coffee is planning a major comeback. Starbucks’ newest CEO is going after complicated menus and long wait times in his new plan to turn around the business…
But will it be enough to win back customers?
Changing Starbucks’ Menu
While it hasn’t been an easy year for many chain restaurants…
Starbucks has had it especially difficult.
IN ITS LATEST FINANCIAL QUARTER, US STARBUCKS SALES FELL 6% AND THE NUMBER OF PURCHASES FELL 10%.
Some of the company’s most loyal customers are now choosing to skip their mid-day coffee boost. For many, the company’s prices are simply too high.
But the company is planning some big changes. The brand’s new CEO, Brian Niccol, has a plan to bring back Starbucks…
Which includes creating a more welcoming atmosphere…
New store layouts and comfy furniture…
And updating the Starbucks menu.
Niccol plans to streamline Starbucks’ expansive menu so that customers can have an easier time ordering…
And employees can make drinks faster.
The company aims to have beverage wait times reach four minutes or less.
Some new changes have already been implemented in the Starbucks menus. Earlier this month, the company announced that there would be no more upcharges for non-dairy milk in drinks.
THIS NEW RULE WILL LEAD TO PRICE REDUCTIONS OF 10% FOR CUSTOMERS.
As for other menu changes, Starbucks is reevaluating different items and prices…
And they have already started cutting some unpopular/overly complicated drinks. In a recent memo, the chain announced it would stop selling its controversial olive oil-infused beverages.
Streamlining The Process
The new changes are to improve quality for both consumers and employees. With excessively customized drinks…
Baristas become overwhelmed and cannot keep up with incoming orders.
Part of Niccol’s new initiative, besides improving the Starbucks menu…
Is to reassess staffing levels to ensure that customers get their drinks and employees aren’t overworked.
Starbucks is still facing heavy competition, both from the usual suspects like Dunkin and Panera…
BUT ALSO FROM INDEPENDENT COFFEE SHOPS AND ADVANCED COFFEE-MAKING AT HOME.
Ultimately, the brand needs to give customers a reason to come in…
Whether it’s through the Starbucks menu or cheaper prices and a cool atmosphere.
It seems like Niccol definitely has his work cut out for him.
Be Great,
GCTV Staff
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