Starbucks CEO Brian Niccol, who stepped into the role on Sept. 9, has laid out a plan to revitalize the company’s U.S. operations after two quarters of declining sales, citing concerns that the coffeehouse has lost some of its charm.
In an open letter on Sept. 10, Niccol acknowledged that while many customers still experience the “magic” of Starbucks—which he described as a sense of “connection and joy”—there has been a growing wave of dissatisfaction regarding inconsistent service, long wait times, and uneven product quality.
