Starbucks Makes Big Announcements Ahead Of New Year – CoffeeTalk

Starbucks CEO Brian Niccol has announced several changes for the company, including a simplified mobile ordering process, free non-dairy milk options, and less commercialized cafes. In an interview with ABC News chief business correspondent Rebecca Jarvis, Niccol addressed food and drink prices for 2025, stating that the company won’t be raising them. He stated that the company will hit the pause button on any pricing for this fiscal year and aim to simplify the pricing architecture.

Niccol also revealed his five-year vision for Starbucks, which includes a very orderly mobile order with a dedicated pickup area. He aims to have a quick brewed cup of coffee in less than 30 seconds when customers interact with the barista. He also plans to improve efficiency by turning around espresso drinks in less than four minutes, resulting in a smaller menu.

Niccol’s goal is to do fewer things but do them better, with fewer offerings ordered daily. He believes that the company will focus on improving efficiency and bringing the chain back to its roots.

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