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How Starbucks Is Engineering a Turnaround With Warm Vibes and Cold Foams

How Starbucks Is Engineering a Turnaround With Warm Vibes and Cold Foams

Bloomberga day ago
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Brian Niccol is standing in the corner of a newly renovated Starbucks in Seattle on an afternoon in mid-April. Baristas are making iced cherry chai lattes and mocha Frappuccinos with whipped cream, and warming egg bites and croissants. Customers sit in plush mustard-colored chairs and on cushioned benches in an olive tone, surrounded by wood-paneled walls. 'I like it,' says Niccol, who took over as chief executive officer in September. 'I like the furniture. I like the lighting. I like the music.' Mostly he likes the vibe. People camping out, doing homework, chatting with friends. There's a guy preparing a tax return.
'Every seat is full,' Niccol says. 'That's what we want. What we should be able to do is have spaces for people that, if you want to socialize, you can socialize. If you want a moment for yourself, you have a moment for yourself.' He asks me what I think is the best seat in the house, and I tell him I'd tried a few as I alternated between grabbing a bite and working on my laptop. 'I want a great seat for whatever occasion you're having. If you want to eat, that's probably the best seat,' he says, pointing to the cushioned bench.
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