Starbucks CEO Aims to Cut Brewed Coffee Wait Times to Under 30 Seconds

Brian Niccol outlines plans to improve speed, pricing transparency, and customer experience at Starbucks.

New Starbucks CEO Brian Niccol has set an ambitious goal to serve brewed coffee in less than 30 seconds, prioritizing speed and efficiency.
Niccol announced a pause on price increases for the current fiscal year and emphasized a need for clearer pricing in the Starbucks app.
Plans include dedicated mobile order pickup areas, express lanes, and technology to provide customers with precise drink readiness times.
Niccol aims to simplify Starbucks' menu, focusing on fewer but better-executed offerings, while reintroducing customer-favorite practices like writing names on cups with Sharpies.
The company is addressing operational inefficiencies, with Niccol emphasizing automation and advanced equipment as key to achieving faster service.