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EXCLUSIVE
Finance expert, son of Florida judge accused of sucker-punching NYC eye doc, 2
health-care staffers in NJ
Business
STARBUCKS CEO BRIAN NICCOL REVEALS PLAN TO GET CUSTOMERS COFFEE IN ‘LESS THAN 30
SECONDS’
By
Taylor Herzlich
Published Dec. 6, 2024, 1:56 p.m. ET
5454 Comments
Say goodbye to the long lines at Starbucks — at least, that’s what the new boss
is promising.
Starbucks CEO Brian Niccol on Friday said his goal is for customers to get a cup
of coffee in less than 30 seconds within the next five years.
“You’re going to have an experience where when you walk in and you interact with
the barista. It’s going to be really quick for that brewed cup of coffee,” he
told ABC’s “Good Morning America.” “My hope is we can get you a brewed cup of
coffee in less than 30 seconds.”
3
Starbucks CEO Brian Niccol’s “hope” is to get customers “a brewed cup of coffee
in less than 30 seconds.” Starbucks
The former Chipotle boss, who joined Starbucks in September, also revealed the
company will “hit the pause button” on price hikes “for this fiscal year.”
Starbucks’ fiscal year 2025 started Sept. 30.
Meanwhile, the burrito-and-bowl chain this week announced its prices would be
increasing 2%.
Starbucks shares rose 1.4% on Friday.
Niccol said that some of the changes at Starbucks will start with “simple
things” like “bringing back the Sharpies” to write customers’ names on their
coffee cups.
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Another long-gone Starbucks relic set to make a return is the coffee condiment
bar, “so you can get your brewed cup of coffee and go ahead and doctor it up how
you want,” Niccol said.
“You’ll see us continue to push towards how do we make it easier for you to get
your coffee, get the drink you want?” he added.
As part of that process, the company will be creating a separate pick-up
location for mobile orders and improving the accuracy of wait times given for
mobile orders.
“Today, you know, we just kind of give you an estimate, ‘hey, it’ll be ready in
three to five minutes,’” Niccol said. “In the future, what’ll happen is we’ll be
like, ‘Rebecca, your drink will be ready at nine,’ instead of it just being
made, sitting on the counter [and] waiting for people to come.”
3
Niccol shared the goal on “Good Morning America.”. Bloomberg via Getty Images
But creating a more efficient ordering system means cutting some items from the
menu, including certain espresso drinks. The goal is to get espresso drinks to
customers within four minutes, and to do so, that means shrinking the menu,
Niccol said.
“We’ve got a lot of offerings that there’s just one or two of these ordered a
day,” he said. “The way I talk about it is, we’re going to do fewer things, but
we’re going to do fewer things better.”
The coffee chain is reportedly slashing its corporate employees’ bonuses by 40%
as Starbucks has suffered its worst year since it got slammed by the pandemic in
2020, according to Bloomberg.
Starbucks’ revenue ticked up less than 1% in the fiscal year ended Sept. 29 — a
far cry from the double-digit increase seen in previous years.
3
The company’s CEO said Starbucks will “hit the pause button” on price hikes “for
this fiscal year.” WireImage
The company’s operating income dropped 8% in the same period.
Starbucks’ global same-store sales fell 2% this fiscal year — only the second
such drop in the last 15 fiscal years, with the first dip occurring in 2020 when
lockdown restrictions cratered the restaurant industry.
54
What do you think? Post a comment.
Starbucks shares are up 7.3% so far this year after jumping in August on news of
Niccol’s appointment.
Filed under
* brian niccol
* coffee
* prices
* starbucks
* 12/6/24
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Starbucks CEO Brian Niccol's "hope" is to get customers "a brewed cup of coffee
in less than 30 seconds." Starbucks
Niccol shared the goal on "Good Morning America.". Bloomberg via Getty Images
The company's CEO said Starbucks will "hit the pause button" on price hikes "for
this fiscal year." WireImage
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