Starbucks revives coffeehouse vibe with new leadership role

Starbucks has announced the creation of a global chief brand officer position as part of a strategic shift under new CEO Niccol, who began his role on September 9. This new position will oversee various aspects of the company, including product development, marketing, digital initiatives, customer insights, creative strategies, and store concepts. The move comes in response to declining sales and a need to enhance the customer experience in stores, which Niccol identified as a priority. Michael Conway, the current North America CEO, is set to retire in November after 12 years with the company. His retirement follows a reorganization initiated by former CEO Laxman Narasimhan, who left abruptly after disappointing sales results. Conway will not be replaced in his role, but he will continue to serve as an executive adviser until his retirement. The company has faced challenges, including decreased demand due to rising prices affecting consumer purchasing power and boycotts related to its perceived stance on the Israel-Hamas conflict. These factors have contributed to a decline in customer traffic and sales, prompting the need for a renewed focus on the coffeehouse experience. Niccol emphasized the importance of making Starbucks locations more inviting for customers, addressing concerns that the company had strayed from its core values. He noted that customers have been experiencing longer wait times for their orders, which is an area that requires immediate attention to improve overall customer satisfaction.