New Starbucks CEO Brian Niccol outlines priorities to end coffee chain's slump

Core Insights - The new CEO of Starbucks, Brian Niccol, aims to enhance the U.S. business in his first 100 days before addressing international challenges [1][2] - Niccol's appointment follows a period of declining sales, particularly in the U.S. and China, prompting a leadership change [1] - Niccol previously led Chipotle Mexican Grill, transforming it into a successful brand, and now faces the task of revitalizing Starbucks [1] U.S. Business Focus - Niccol has outlined a plan focusing on four key areas for improvement: barista experience, morning service, cafes, and branding [1] - The initial focus will be on the U.S. market, where the company has faced significant sales challenges [2] International Challenges - After addressing U.S. issues, Niccol plans to tackle challenges in international markets, particularly in China, which is Starbucks' second-largest market [2] - The Chinese market has struggled post-pandemic, with increased competition forcing Starbucks to rely more on discounts and promotions to attract customers [2] - Niccol emphasized the need to understand growth opportunities in China and leverage the company's strengths in this competitive environment [2]