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cover of episode Starbucks CEO Brian Niccol is here to put the brand back on top

Starbucks CEO Brian Niccol is here to put the brand back on top

2025/2/4
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Masters of Scale
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Brian Niccol: 我认为目前星巴克需要重塑品牌形象,找回业务的灵魂和人与人之间的连接,让顾客再次信任这个品牌。移动订单在一定程度上削弱了星巴克的灵魂和连接,我们需要重新审视如何平衡线上和线下的体验。我希望星巴克不仅仅被看作是一家公司,而是一个有灵魂、有连接的地方。我计划通过营销和改善门店体验来实现这一目标。我们必须致力于提供高质量的咖啡、食品和茶,并重新向人们介绍星巴克作为一家咖啡公司的形象。我们正在努力消除不增加客户、伙伴或产品价值的成本,并致力于创造一个有价值的品牌,以实现增长,抵消部分挑战。同时,我希望星巴克成为零售业最好的工作场所,提供最好的职业发展机会、工资和福利。为了解决移动订单带来的问题,我们需要简化问题,平衡移动订单和店内体验,目标是在咖啡馆提供四分钟的体验,并确保移动订单不超过12到15分钟。如果我不能平衡移动订单和店内体验,星巴克的完整性和灵魂就会受到威胁。

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Starbucks' new CEO, Brian Niccol, is implementing a "back to Starbucks" strategy focusing on human connection and small details to improve customer experience. This involves bringing back handwritten names on cups and condiment stations to create memorable moments and enhance the overall experience.
  • Reintroducing the brand to people
  • Prioritizing human connection
  • Using marketing and in-store experiences
  • Focus on small details that create a point of difference

Shownotes Transcript

Amid higher costs, longer wait times and waning sales, Starbucks is ready for a brand refresh. The company’s new CEO, Brian Niccol joins Rapid Response to reveal how Starbucks plans to go back to its roots and prioritize human connection in the hopes of restoring the brand’s position in US culture. Niccol also shares insights about evolving Starbucks’ business model, tackling the Chinese market, and how AI and tariffs are poised to shape the brand’s future. 

Visit the Rapid Response website here: https://www.rapidresponseshow.com/)

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