Starbucks CEO Brian Niccol Says Mobile Orders ‘Chipped Away At The Brand’s Soul’ – CoffeeTalk

Starbucks CEO Brian Niccol has criticized mobile ordering as a significant factor in the company’s decline. In a podcast interview with Bob Safian, Niccol stated that mobile ordering caused the brand to lose touch with customers. He believed that the staff used labels and stopped writing on cups, affecting the “connection” Starbucks had with customers. The company focused on removing seconds from the proposition instead of maintaining the “experience and the connection” for customers.

Currently, Starbucks outlets have no control over how many mobile orders they receive, putting pressure on baristas to “just get drinks out the door” instead of connecting with customers. On average, mobile-ordered drinks were sitting on the counter for six to eight minutes, resulting in customers not receiving the best product.

In an earnings call on January 28, Niccol introduced a new algorithm for mobile orders to make mobile ordering smoother. Since taking over from Chipotle in September, Niccol has worked to make Starbucks coffee shops more inviting, including more comfortable chairs in the cafés and serving coffee in ceramic mugs. The chain has also directed staff to write messages to customers on single-use coffee cups to add a more personalized touch.

In addition to these changes, Starbucks is also reducing the number of items on the menu and adding digital menu boards to stores.

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