Starbucks' new Chairman and CEO has set a goal of delivering customer orders in four minutes or less, aiming to boost the company's sales. The CEO emphasized the importance of making it easier for customers to get their coffee quickly, with half of transactions already completed within the target time frame. The focus will now be on addressing bottlenecks that cause delays, such as staffing issues during peak hours and menu complexity.
The company plans to improve speed at the counter initially, with mobile and drive-thru orders to follow. To streamline operations, Starbucks will reduce its food and drink offerings to allow baristas to focus on consistency. This includes discontinuing the Oleato olive-oil infused beverages in most locations, a product introduced by former leader Howard Schultz.
Additionally, the customization process for drinks will be simplified, starting with offering non-dairy milk options at no extra charge. This change is in response to customer requests and aims to enhance the overall experience. Starbucks will also scale back new store openings and renovations to focus on potential store redesigns.
The CEO emphasized the importance of returning Starbucks to its roots as a community coffeehouse. Plans include reintroducing ceramic mugs, providing Sharpie pens for personalized orders, and creating more inviting store environments with comfortable seating and designated areas for mobile order pickups.
Despite a challenging end to the fiscal year, with a 3% revenue decline in the last quarter, Starbucks remains committed to improving its operations under new leadership. The company has suspended financial guidance for the upcoming fiscal year to allow time for a comprehensive business assessment.
