Starbucks is streamlining mobile orders in a move to enhance customer experience and boost sales under CEO Brian Niccol's leadership. The coffee chain has reduced the maximum number of drinks in a mobile order from 15 to 12 to address issues faced by baristas and customers when large orders are collected. Other changes include introducing ceramic mugs for in-store patrons, revamping the code of conduct, and reducing the menu by 30%. Additionally, Starbucks plans corporate layoffs, citing the impact of mobile ordering on the company's connection with its customers.
Mobile-ordering your favorite Starbucks drink has made the daily task quite convenient-unless you're picking up an order for the entire office, which becomes a nuisance.
I think one of the things that veered Starbucks a little bit off was the whole mobile ordering, the COVID situation.
Starbucks will also be conducting corporate layoffs this spring, according to a memo posted on the company's website in January.
Niccol noted that a 'connection' was lost with the company's core customers when Starbucks began using printed-out labels.
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