"But that's not what counts most with me, a consumer of Starbucks coffee (and its free public bathrooms). Niccol's big vision was a return to Starbucks' glory days as a destination coffee shop where people wanted to sit and stay while sipping a drink - not a drive-thru for sugar syrup slop drinks ordered by phone. I fully welcome a few of the changes."
"For one thing, he axed 13 unpopular and complicated drinks from the menu. Goodbye to Caramel Ribbon Crunch Crème Frappuccino and farewell to Royal English Breakfast Latte. I never even knew you existed. Another change I welcomed: a plan to offer more late-afternoon snacks, like the " appertivo" menu in some of the European Starbucks. Hey, I love an afternoon snack!"
Brian Niccol's first full year as Starbucks CEO advanced a Back to Starbucks strategy aimed at restoring stores as destination coffeehouses. Shareholder returns lagged, with stock down more than 5% by late December while the broader market rose over 16%. Menu simplification removed 13 complicated drinks. The company introduced more late‑afternoon snacks including European‑style aperitivo items; a falafel wrap was tested and liked. Pricing changes added explicit charges for extra syrups and powder add‑ons. Consumer reactions were mixed: some changes were welcomed, while others, such as mandating baristas write on cups, provoked frustration.
Read at Business Insider
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