"It's going to give them the opportunity to put that additional human touch on every coffee experience," Niccol said on Starbucks' Q4 earnings call on Wednesday.
"We're reclaiming the third place so our cafes feel like the welcoming coffee house our customers remember," Niccol said on the earnings call.
According to Niccol, in order to make a comeback, Starbucks would have to go back to its roots. "We have to get back to what has always set Starbucks apart," he said.
Starbucks aims for more customer engagement - removing olive oil drinks, replacing them with traditional options, and enhancing the store atmosphere to improve sales.
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