(Reuters) – Starbucks Corp.’s new Chief Executive Brian Niccol laid out his plan for the first 100 days on Tuesday, saying he will focus on improving the customer experience at its U.S. stores.
Nicol took over from Lakshman Narasimhan on September 9 as the coffee chain grapples with weak demand in the United States and China.
He said in an open letter that he would initially focus on the United States by improving the supply chain and continuing to develop his app and mobile ordering platform.
“In some places — especially in the US — we don’t always deliver. Business transactions can feel like a burden to the customer, menus can feel overwhelming, product can be inconsistent, waits can be too long or delivery can be too stressful. These moments are opportunities for us to do better,” he wrote.
On its business in China, the former CEO of burrito chain Chipotle Mexican Grill (NYSE:) said Starbucks needs to figure out its way to capitalize on growth.
Starbucks will work to “dispel misconceptions” about the brand in the Middle East at a time when Western brands are being hit by a spontaneous boycott campaign linked to the Gaza war, Nicole said.
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