As inflation continues to simmer and economic uncertainty rattles consumers, Starbucks CEO Brian Niccol says he has the solution to ensuring the coffee chain doesn’t suffer from customers pulling back on their $6 or $7 lattes.
Niccol said during the Fast Company Innovation Festival on Tuesday he does not believe a rocky economic landscape will offset Starbucks’ gains because of his company’s “commitment to craft and quality” and “great customer experience.”
The Starbucks CEO recently passed the one-year mark of his tenure helming the coffee giant and the anniversary of his “Back to Starbucks” plan meant to return the company to its roots as a cozy “third space” where customers can leisurely sip their beverages.
At the core of Niccol’s vision is not just rebuilding a desire among customers to linger in stores longer, but to build connections with baristas through a series of personal touches like hand-written notes scribbled on coffee cups. His vision also includes leaning on automation behind the counter and a pared-down menu to give baristas more face time with patrons.
“When I ask people, name me a great customer service company, I usually get a blank stare,” Niccol said. “That tells me, right off the bat, there’s a huge opportunity to be the defining customer-service company.”
