Returning to Starbucks' Core Values

Brian Niccol, the new CEO of Starbucks, has embarked on a journey to refocus the renowned coffee chain's brand by returning to its core values. In his open letter to stakeholders, Niccol acknowledged that Starbucks had drifted from being a warm and welcoming coffeehouse. To realign the brand, Niccol emphasized the importance of empowering baristas with cutting-edge tools to enhance their skills and service delivery, meeting customer expectations for top-notch quality and service, redesigning the in-store experience, and crafting compelling narratives to tell the Starbucks brand story.