"Starbucks CEO Brian Niccol wants his cafés to feel like Central Perk from the TV show 'Friends.' During an interview with The Wall Street Journal, released Monday, Niccol spoke about his " Back to Starbucks" plan, a yearlong process of turning around the brand after several quarters of declining sales amid a deteriorating customer experience. He told Alan Murray, president of The WSJ Leadership Institute, that the name "Back to Starbucks" helped to give his baristas a "visual understanding" of the café experience he was trying to achieve."
"The coffee shop from the 'Friends,' Central Perk, was a pivotal set piece throughout the sitcom's 10-season run. Almost every episode featured the café as the characters' favorite haunt. The cast was often filmed sitting on Central Perk's mismatched sofas and chairs, ordering coffee and baked goods, and making small talk with the awkward manager, Gunther. Niccol's comparison of Central Perk to Starbucks comes after he spent more than a year rebranding Starbucks,"
Brian Niccol is repositioning Starbucks to recreate a cozy, neighborhood 'third place' experience modeled on Central Perk from 'Friends.' The plan, called "Back to Starbucks," aims to restore barista-customer connections after declining sales and a deteriorating customer experience. Changes include a simplified menu, added seating and tables, free coffee and tea refills, return of condiment stations and ceramic mugs, and encouragement for baristas to write small notes. Niccol became CEO in September 2024 and has spent more than a year implementing changes to shift perceptions toward a warm, inviting café environment.
Read at Business Insider
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