Starbucks’ recent CEO aims to revive the authentic coffeehouse ambiance.

Starbucks’ newly appointed chairman and CEO, Brian Niccol, has outlined his plans to enhance customer service, especially during peak morning hours, and revive the company’s image as a community gathering spot. Niccol expressed in an online letter on the company’s website that Starbucks, though beloved, has deviated from its core values based on feedback from employees and customers.

The renowned coffee chain has faced declining sales this year, primarily stemming from decreased foot traffic in U.S. stores, increased competition in China, and boycotts in the Middle East. Niccol believes that elevating the overall store experience for both staff and patrons will aid in reversing this trend.

Acknowledging the shift towards various sales channels such as mobile orders, drive-thrus, and deliveries constituting 75% of orders, Niccol emphasized the need for improved store operations. He plans to ensure baristas have the necessary resources and time to craft and personally serve beverages to customers promptly.

As part of his strategy, Niccol proposed clear distinctions between “to-go” orders and in-store services and creating comfortable, inviting store environments with distinct seating options. Highlighting the importance of meeting morning customer demands, he emphasized the timely delivery of high-quality beverages and food offerings.

Niccol underscored Starbucks’ core competency in coffee and stressed the importance of reinforcing its coffee expertise in marketing efforts, possibly alluding to recent introductions like bubble tea and energy drinks. Intent on immersing himself in the company’s operations, Niccol plans to spend his initial 100 days visiting Starbucks stores, support centers, and engaging with suppliers to drive these changes forward.