NEWSLETTER
In the last quarters, Starbucks has had problems with the continuous decrease in sales and slower stores. This seems to be a reflection of dissatisfied customers who have chosen to obtain their “Joe” cup of the morning in rival coffee shops.
Since he assumed again CEO of Starbucks, Brian Niccol has emphasized the need to take the company to its roots focusing on its main products and personalizing the experience of the cafeteria as it did before.
“I promised to return to Starbucks, focusing on what has always distinguished Starbucks, a cozy cafeteria where people gather and serve the best coffee handmade coffee by our skilled baristas,” Niccol said in a Profit call.
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To return the business to growth, Starbucks developed a response strategy that aims to improve the general experience of customers by redesigning stores, optimizing efficiency, prioritizing coffee quality, simplifying their menu and training its baristas.
Starbucks makes several changes to increase pedestrian traffic and increase sales
In the last six months, Starbucks (Astonishment) He has made multiple changes in his coffee shops as part of his response plan to feel more like homes instead of establishments, creating a third place for customers.
These changes include reintroducing seasoning bars after being banished during pandemic, which return ceramic cups to drink internally and bring written notes in cups and bags to foster better customer connections.
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Staying more time at Starbucks Shops now also comes with some advantages. The company has returned free recharges in coffee on coffee and hot beer tea in participating places for members of uninjury rewards.
Starbucks has also updated its menu with a simpler version, discontinuing 13 elements to focus on coffee and quality instead of the amount of customizations, which tend to complicate orders.
As for the stores themselves, Starbucks will close low performance stores to invest in the construction of new locations and renew the old ones so that customers are more welcoming, welcoming and warm and client encouraging to stay longer.
The Starbucks CEO offers an update of the six -month response plan
On March 12, the CEO of Starbucks, Brian Niccol, provided a six -month update on the progress of the company's response plan to relive the Starbucks cafeteria and increase growth.
Although the response plan is in its early stages, and the true results will not be seen until all the changes have been completed, more than its objectives in the medium term of improving the experience in the Starbucks store have already been promulgated and show signs of progress.
To improve mobile order systems, in the store and transmission, Starbucks is currently testing new elevators and shelves in selected locations to create more separation between coffee and mobile order.
Starbucks is also developing technological innovations to improve efficiency and has increased operation hours in 3,000 coffees based on demand to meet customer coffee needs.
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This response plan not only focuses on improving customer experience, but also on improving their work experience for employees.
“To offer excellent customer experience, we also have to offer a great partner experience,” Niccol said.
In recent months, Starbucks Workers United has presented several unfair labor practice positions against the company and has organized multiple attacks, demanding higher wages and personnel.
Despite the fact that this is a continuous problem that has not yet been solved, Niccol states that Starbuck has made recent changes to improve employee work experience, including the addition of more benefits, such as the double parental license and the increase in managers promotions to reward hard work.
Although Niccol says that his response plan has shown improvements in the business, Starbucks shares have decreased 1.6% in the last six months as of March 14.
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