Starbucks is exploring a redesign of its cafés to create a more inviting atmosphere as part of its "Back to Starbucks" initiative. CEO Brian Niccol announced plans to increase seating and power outlet availability, fostering a comfortable environment for customers to linger. This redesign includes separating dining and to-go order sections. These efforts come after a decline in comparable sales, indicating a focus on improving customer experiences amidst challenges with wait times and mobile ordering flaws.
Imagine coffee houses that are comfortable and warm with expanded seating options, power outlets, and abundant food displays, Niccol told shareholders.
This is the latest move in Niccol's "Back to Starbucks" plan, a game plan he developed when he joined Starbucks in September to turn the company around.
Niccol said that mobile ordering "chipped away" at the brand's soul, as he aims to resolve challenges including long wait times and flaws in the customer experience.
Starbucks' global comparable sales slid by 7% in the fourth quarter of 2024 compared to the same period a year before.
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