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Starbucks CEO Brian Niccol: We want to build back a better Starbucks
CNBC Television· 2025-07-30 13:46
Green Apron Service Model - The Green Apron service model aims to improve customer service and partner engagement, leading to increased business and brand esteem [2][3][4][15] - The model focuses on optimizing staffing levels during peak hours, including dedicated drive-thru personnel and "play callers" for mobile orders [5][6] - Technology like the "smart queue" is being implemented to ensure cafe orders are delivered in under 4 minutes and drive-thru orders are also under 4 minutes [7] China Market - The company has learned to compete more effectively in the Chinese market with innovation, culturally relevant marketing, and smart pricing strategies [9][10] - Despite competition, the company sees an opportunity for tens of thousands more stores in China, with comps up 2% driven by 6 points of transaction growth in the most recent quarter [12][13] - The company aims to continue growing the coffee category in China, balancing mobile order, drive-thru, and cafe experiences [14] Financial Goals - The company aims to return to a total company operating margin of roughly 17% [15][16] - The strategy involves investing in growth opportunities and improving the cost structure to build a better Starbucks financially, for customers, and for partners [17][18]