"Good morning. Starbucks is heating up. Earlier this week, the coffee store company reported its first U.S. quarterly comparable sales increase in two years, helped by CEO Brian Niccol's focus on efficient operations, consistency in service, more appealing stores and a streamlined menu that still manages to introduce new items often enough to keep people interested. "The shine is back," Niccol crowed on Thursday in Manhattan at his first Starbucks investor day."
"While even he admits it's too early to cry victory, he does deserve credit for getting this challenging turnaround off the ground. He did so by offering the troops, from your local barista to his C-suite, something whose absence has sunk comeback attempts by other CEOs: clarity of mission and simplicity. That discipline extends to Starbucks' $8 billion international business."
Starbucks reported its first U.S. quarterly comparable sales increase in two years, driven by CEO Brian Niccol's emphasis on efficient operations, consistent service, attractive stores and a streamlined menu that still introduces new items. Niccol's 'Back to Starbucks' strategy restores core features like seating by adding 25,000 seats to company-operated U.S. stores and ends seat-free mobile-only layouts. Store design now incorporates input from store workers and trials new concepts in five operating stores. Each store is graded on five priority criteria. International growth targets roughly 20,000 new stores, concentrated in existing markets where the brand already performs well.
#turnaround-strategy #operational-efficiency #store-design #international-expansion #menu-simplification
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