How Starbucks Is Trying To Brew A Turnaround

Company Strategy & Transformation - Starbucks is attempting a major shift from its "third place" strategy due to issues like boycotts and customer complaints [1] - The company hired Brian Nickel in September 2024 to revitalize the brand and create a homier atmosphere [2] - Key changes include bringing back the condiment bar, using ceramic mugs for in-house beverages, and personalizing to-go cups [2] - Starbucks plans to increase staffing levels in stores [2] - The company acknowledges the need to update the menu and is testing protein coffee drinks [4] Performance & Challenges - There are positive signs, such as increased cafe traffic and more orders for coffee-centric drinks [3] - Barista turnover is at its lowest point since the pandemic [3] - A key challenge is improving service speed, specifically delivering ice shaken espressos within 4 minutes for in-store orders [3] - Improving overall customer service is also a critical goal [3]