Starbucks CEO Brian Niccol has admitted that one of the company’s biggest missteps was pulling back on in-store seating. He now plans to make it a top priority to fix this mistake.
The company had been prioritizing digital orders and drive-thrus, but under Niccol’s leadership, Starbucks is looking to create community spaces with more seating, bringing back ceramic mugs, and adding new menu items. Progress has been made, but results may take time to show up in earnings.
To speed up service, Starbucks will roll out a “Green Apron Service Model” by the end of summer, aiming for a 4-minute wait time for drinks. The company is also introducing full-time assistant managers across the US to help busy stores run more smoothly.
Former CEO Howard Schultz has expressed support for Niccol’s turnaround plan, calling it “brilliant” and saying it aligns with Starbucks’ core values as a coffee company.
Source: https://www.axios.com/2025/06/12/starbucks-menu-plans-ceo-brian-niccol