In some places — especially in the U.S. — we aren't always delivering," Niccol wrote in the open letter addressed to customers, employees and stakeholders.
Niccol, who calls himself a long-time Starbucks customer, outlined four areas for improvement: the barista experience, morning service, its cafes and the company's branding.
"This is our plan for the U.S., and where I need to focus my time initially," Niccol wrote in the letter.
Later, Niccol plans to address its international business, like China, its second-largest market.
The coffee giant named Niccol as chief executive in August, in conjunction with the company's ouster of then-CEO Laxman Narasimhan.
Persons:
Brian Niccol, Niccol, We're, Laxman Narasimhan, shakeup, he's
Organizations:
U.S, Starbucks
Locations:
U.S, China, Gaza