Starbucks is undergoing significant changes under new CEO Brian Niccol, who plans to hire more baristas and reduce automation in a bid to enhance customer experience. Niccol admitted that previous staffing reductions had negative effects and affirmed the importance of human interaction in service. The company is piloting increased staff in about 3,000 stores while scaling back automation initiatives. With customer spending declining and costs rising, Niccol aims to simplify the menu and adjust pricing strategies to win back patrons and restore the brand’s appeal.
Starbucks CEO Brian Niccol acknowledged that reducing staff in stores had backfired, revealing an inaccurate assumption that equipment could substitute for the human workforce.
Niccol emphasized the necessity of sufficient staffing to enhance customer experience, stating that equipment alone cannot provide the needed service quality.
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