Why New Starbucks CEO Brian Niccol Scouted Cafes Before Taking Over

Brian Niccol, Starbucks’ new CEO, took a distinctive approach when preparing for his role at the coffee giant. Before officially assuming his position in April 2024, Niccol spent several months visiting Starbucks locations around the world, immersing himself in the day-to-day operations of the cafes. This decision was both symbolic and strategic, reflecting his belief that understanding the core of Starbucks—the customer experience in its cafes—was essential for his leadership approach. Niccol's focus on cafe operations came as no surprise, given the critical role Starbucks stores play in the company’s overall success. For Niccol, visiting the cafes wasn’t just about understanding the menu or the layout of the stores; it was about connecting with the baristas, understanding customer feedback, and witnessing firsthand how Starbucks operates on the ground level. This approach aligns with his belief in the importance of operational excellence and the need for a deep understanding of the employee and customer experience.

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