Julie Creswell, The New York Times; The Starbucks Turnaround That Has Baristas and Customers Steamed
"For Brian Niccol, who became Starbucks’s chief executive one year ago, the Strawberry Matcha Strato Frappuccino is a test of his turnaround strategy. Since lured to Starbucks from Chipotle Mexican Grill with a $100 million pay package (a large part to make up for compensation he walked away from at Chipotle), he has worked at a highly caffeinated tempo to get Starbucks’s mojo back.
Mr. Niccol got rid of charges for nondairy milk and brought back the coffee condiment station. He moved new people into the executive suite. The company is investing more than $500 million to add employees and develop order-sequencing technology that aims to deliver food and drinks faster. Stores are quickly being remodeled to add comfortable seating.
The goal is to provide customers in the United States — across more than 17,000 stores — with premium-priced, unique beverages in a welcoming, coffeehouse environment, but at a fast-food pace.
Some of the moves have been welcomed. Others, like the elimination of some drinks and foods, have resulted in confusion and frustration among customers and employees, according to interviews with baristas from Boston to California."
No comments:
Post a Comment