Science Back's Niccol's Belief 30 Second Rule Is Key To Starbucks Success – CoffeeTalk

Starbucks CEO Brian Niccol has implemented several changes to the coffee chain, including eliminating upcharges from non-dairy milk add-ins, simplifying the menu, bringing back Sharpies to write customer names on cups, and pausing price increases overall. He is also focused on fixing the ordering experience both in the mobile app and in stores.

In a recent interview with ABC News, Niccol said that the company aims to have a very orderly mobile order business with its own dedicated pickup area. He hopes to get a brewed cup of coffee in less than 30 seconds. This is the 30-second rule, which Niccol believes is the key to Starbucks’ future success.

It is too early to know whether these changes can solve Starbucks’ sluggish performance, but it is clear that Niccol has ideas. In a letter to Starbucks partners, Niccol described his primary goal as “getting back to Starbucks.” The idea is to focus on what has always set Starbucks apart, rather than the coffee. Previous CEOs, such as former CEO Howard Schultz, have often mistakenly believed that the coffee is what sets Starbucks apart from its competition.

The experience is a big part of that experience, and Niccol believes that the thing that sets Starbucks apart is the experience itself. Starbucks long positioned itself as a “third place” where consumers would spend time in addition to home and work. A big part of that experience is the time it takes to actually get your cup of coffee. Niccol has stated that the company aims to serve every drink order in four minutes or less, but for brewed coffee, they are shooting for half a minute.

The goal of getting people a brewed cup of coffee in less than 30 seconds is more than just a random number; there is science behind the rule. The peak-end rule states that people judge experiences by their most intense moments and the ending. If Starbucks can consistently get that time to 30 seconds or less, they can eliminate the amount of time a customer stands around idly waiting for their drink, as well as the uncertainty and uncertainty about when they will get their drink.

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