New Starbucks CEO Brian Niccol is working to eliminate the chaotic atmosphere that often builds around pick-up orders at stores, where customers crowd to retrieve their to-go coffees.
“It’s a free-for-all,” Niccol remarked in an interview on Wednesday, adding, “It’s first-in, first-out kind of thing.” His approach involves implementing an algorithm that will prioritize drink orders for staff and give customers more precise wait times. Additionally, Niccol aims to shift the digital order pick-up location away from the main ordering counter.
On his first earnings call since stepping into his role last month, Niccol outlined his strategy to revitalize growth after Starbucks reported three consecutive quarters of declining same-store sales. A core part of his vision is to enhance Starbucks’ ambiance for both dine-in and takeout customers.
While Starbucks will keep its drive-thru and mobile order options, Niccol hopes an improved store environment will encourage patrons to stay longer. “I hope people are also questioning like, ‘man, if I’ve got the moment, I think I’d rather go into the store,’” he said.
Niccol is also committed to a simpler menu by refining food options and streamlining drinks. He acknowledges that some customers might miss certain items but believes these changes will ultimately create a more enjoyable experience.
“I’d rather take the heat, because what that means is people care,” Niccol noted, explaining that unlike brands that blend into the background, Starbucks is one that “people don’t just walk by.”