Starbucks CEO Brian Niccol Aims to Revive Sales by Restoring the ‘Coffeehouse Vibe’

Starbucks CEO Brian Niccol is shifting the company’s focus back to its core coffeehouse experience, after years of prioritizing mobile ordering and digital rewards programs. In an interview with The Wall Street Journal, Niccol acknowledged that the chain had lost sight of its primary service, contributing to consecutive quarters of declining sales.

Key Changes in Starbucks’ Revival Strategy

• Balancing digital growth with in-store experience to bring back the traditional coffeehouse feel.
• Improving speed of service to reduce wait times for both mobile and in-person customers.
• Overhauling the Starbucks app to enhance functionality and ease of use.
• Revitalizing store layouts to create a more inviting and efficient environment.

Can Starbucks Reignite Growth?

Niccol, who became CEO in 2024, believes the “balanced approach” will help Starbucks reconnect with customers seeking a social, in-store experience, while still catering to mobile and digital-first consumers. As Starbucks fights to reverse its sales slump, its new strategy will be key to shaping the company’s future success.