1. Expansion of Drive-Thru Locations: Brian Niccol, the CEO of Starbucks, has recognised the increasing need for convenience among customers in today’s fast-paced world. Therefore, one of his primary plans is to introduce more drive-thru locations for Starbucks around the globe. Not only will these new locations provide easy access to Starbucks’ products without leaving the comfort of one’s car, but it will also play a crucial role in preventing overcrowded stores – a situation which can be especially beneficial amid health concerns like COVID-19 pandemic.
2. Fostering Digital Innovation: Niccol wishes to emphasize digital innovation within the company. He envisions customers using Starbucks’ app not only to order and pay for items but also to personalize their coffee experience. Starbucks has an opportunity to create a unique, engaging digital platform that facilitates customer connection. This feature could include rewards and membership benefits, personalised promotions, and even unique experiences like virtual coffee tastings.
3. Sustainability Commitments: Starbucks is no stranger to its responsibility to the environment, and Niccol aims to reaffirm this commitment. The goal is to invest in more sustainable farming practices, make stores energy and water efficient, and shift towards more recyclable or compostable packaging. By doing so, Starbucks aims to halve its carbon emissions, water withdrawal, and waste sent to landfills by 2030.
4. Menu Innovation: Recognizing the global trend towards healthier and more diverse diet preferences, Niccol plans to introduce more plant-based offerings to Starbucks’ menu. While maintaining the brand’s reputation for indulgent drinks and foods, this shift will provide healthier alternatives. Also, by catering to newer trends such as veganism and vegetarianism, Starbucks can attract a wider customer base.
5. Expanding Global Presence: Niccol proposes a strategic global expansion. With plenty of potential markets around the world yet to be fully tapped, Starbucks can increase its international presence. This geographical expansion will focus on markets with significant growth potential, including China, which is predicted to become Starbucks’ biggest market outside the US.
6. Improving Employee Engagement: Niccol has always recognized employees as one of Starbucks’ key assets and plans to invest more in their development. This includes improved training programs to ensure that baristas have a full understanding and appreciation of the coffee they serve. Employee benefits will also become a cornerstone of Starbucks’ culture, with an emphasis on employee wellness, mental health support, and stock ownership programs.
7. Enhancing Local Community Engagement: Lastly, Mr. Niccol envisions Starbucks as a cornerstone within each of its local communities, playing an active role in social issues and initiatives. Plans include encouraging stores to partner with local non-profits, investing in community development programs, and maintaining open dialogue with customers through town hall meetings and social media interactions. This involvement will uplift Starbucks’ reputation as a company that cares about more than just profits.
