Starbucks CEO Brian Niccol outlines plan to double U.S. locations and restore 'third place' identity
By
Daniel Kline
Summary
Starbucks CEO Brian Niccol, who took over nearly two years ago, is working to restore the brand's identity as a "third place" between work and home after the pandemic shifted the chain toward takeout and delivery. Niccol is refocusing on community, barista customer experience, and craft/customization, with plans to double the number of U.S. locations.
Source
bskyStarbucks CEO Brian Niccol outlines plan to double U.S. locations and restore 'third place' identitybit.lyKey quotes
· 3 pulledWhat defines Starbucks is going to be a community. It's going to be the Barista customer experience, and it's going to be this idea of craft and customization.
When CEO Brian Niccol came to Starbucks almost two years ago, he took over a brand that had lost some of its focus.
The cafe chain had pivoted during the Covid pandemic to a takeout-and-delivery model, dropping long-time CEO Howard Schultz's vision of the brand as offering a third place between work and home.
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