Starbucks Unveils New Mission Statement That Reaffirms Commitment To Quality Coffee – CoffeeTalk
Starbucks has released a new mission statement under new CEO Brian Niccol, emphasizing the company’s focus on its coffee and the connection with consumers. The Seattle-based chain aims to be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit. The new mission statement is a combination of the two, reflecting the company’s commitment to source, roast, and serve the highest-quality coffee.
Starbucks first created its mission statement in 1990 and updated it in 2008, but this time, following a difficult year, the company faced steep declines in sales and customer frustrations. This led to an overhaul in company management, with Niccol being lured away from Chipotle and given the chairman title.
Niccol wants the company to focus on the quality of its coffee while also returning to its roots as a community gathering spot. The company plans to improve the comfort and speed of its coffee shops, menu simplification, and remove items from its menu, such as the olive oil line Oleato.
The company also revealed a new “customer promise” to “serve the world’s finest coffee, with a moment of connection,” emphasizing the service element that many customers believe has been lost with the intense focus on mobile ordering.
Niccol emphasized that the company remains committed to its workers, which Starbucks calls “partners.” For the company, which has faced an unprecedented unionization campaign at its shops, that promise remains key. The company plans to fill 90% of its retail leadership roles internally.
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Source: Coffee Talk