New Starbucks CEO Brian Niccol Outlines Strategy to Revitalize U.S. Operations

Niccol emphasizes barista empowerment, morning service improvements, and a renewed focus on the coffeehouse experience.

Brian Niccol, former CEO of Chipotle, begins his tenure by prioritizing the U.S. market.
Niccol aims to enhance the barista and customer experience, focusing on morning service and store atmosphere.
The new CEO plans to invest in technology to streamline operations and improve efficiency.
Starbucks faces challenges in China and the Middle East, with plans to address brand misconceptions and competition.
Niccol's initial 100-day focus includes visiting stores and meeting with key partners and suppliers.