在经历了连续三个季度的同店销售额下滑之后,星巴克新任首席执行官布莱恩·尼科尔(Brian Niccol)正在实施一系列调整措施,包括减少高度定制化的饮品订单。
多年来,顾客和咖啡师一直对高度定制化的饮品及其可能引发的订单处理延误(即无法高效完成订单)表示不满。为了实现尼科尔提出的在四分钟或更短时间内将订单送达顾客手中的目标,星巴克计划简化定制流程。
尼科尔在星巴克第四财季的财报电话会议上表示,为了方便顾客和员工,该公司将在其移动应用程序的定制点餐系统添加“常识护栏”功能。他补充说,该公司目前的移动定制点餐系统给顾客和咖啡师都带来了困扰。
尼科尔表示:“首先,顾客在使用我们的系统进行点餐时会觉得过程繁琐。其次,我们鼓励人们定制饮品,但这可能并不是制作饮品的最佳方式。更不必提及,这为我们的合作伙伴在饮品制作上带来了额外的复杂性。因此,我们需要进行一些整顿,这是我要表达的意思。”
首席执行官表示,这些调整将提升饮品的一致性,并有助于避免因高度定制而可能导致的饮品订单价格超出预期,这些定制饮品往往比普通饮品价格更高。
星巴克的菜单调整不仅限于饮品,这家咖啡连锁巨头的食品选项也将迎来变革。尼科尔表示,为了专注于提供更高质量的产品,而非追求种类的多样性,星巴克将减少部分食品选项。
他说道:“我确实认为,如果我们在食品方面做到少而精,那么我们在该领域的表现将会更加出色。”
星巴克的一位发言人在一份声明中告诉《财富》杂志,该咖啡连锁店正在简化菜单,以保持其作为咖啡公司的核心定位。
该发言人表示:“我们将持续为顾客提供多样化的选择。通过集中精力打造更少但更高品质的产品,我们相信这将提升产量、质量以及服务的一致性。”
除了对菜单进行调整外,星巴克计划从明年起在其门店重新引入调味吧台(提供牛奶和糖)。在疫情期间,星巴克的众多门店取消了调味吧台。
为了提升店内订单处理速度,尼科尔希望收银员能在顾客下单的同时迅速准备好一杯基础的滴漏咖啡,并将其交给顾客。然后,顾客可以拿着咖啡到调味吧台,根据个人口味添加牛奶和糖。
尼科尔在提及调味吧台时表示:“顾客们对此有着明确的需求,而我们的咖啡师也表示这样做能够提升服务效率。”
尼科尔在9月份离开了Chipotle,并接管了星巴克,他以扭转这家陷入困境的咖啡连锁店的经营状况为条件,换取了1.13亿美元的薪酬和远程办公特权。然而,他面临的挑战不容小觑。
尽管尼科尔制定了雄心勃勃的计划,但该公司第四财季的财报收益低于分析师预期,股价在上周四下跌不到1%。该公司报告称,全球可比同店销售额下降了7%,北美和美国的销售额下降了6%%,这是该公司连续第三个季度销售额下降。
尼科尔为了重塑星巴克作为“第三空间”的形象,并营造咖啡馆氛围,计划对食品和饮料进行一系列调整,以此鼓励顾客在店内停留更长时间。这位首席执行官表示,星巴克将重新聚焦于提升店内顾客体验。为此,尼科尔宣布将使用陶瓷杯来盛装部分店内饮品,并让吧员重新使用锐意马克笔,以便他们在饮品订单上添加个性化标签。
他说道:“我相信有很多简单的方式能够更好地传达这样的信息:‘你知道吗?这是一个社区场所,一个特别的地方,人们可以在这里建立联系。’”(财富中文网)
译者:中慧言-王芳
在经历了连续三个季度的同店销售额下滑之后,星巴克新任首席执行官布莱恩·尼科尔(Brian Niccol)正在实施一系列调整措施,包括减少高度定制化的饮品订单。
多年来,顾客和咖啡师一直对高度定制化的饮品及其可能引发的订单处理延误(即无法高效完成订单)表示不满。为了实现尼科尔提出的在四分钟或更短时间内将订单送达顾客手中的目标,星巴克计划简化定制流程。
尼科尔在星巴克第四财季的财报电话会议上表示,为了方便顾客和员工,该公司将在其移动应用程序的定制点餐系统添加“常识护栏”功能。他补充说,该公司目前的移动定制点餐系统给顾客和咖啡师都带来了困扰。
尼科尔表示:“首先,顾客在使用我们的系统进行点餐时会觉得过程繁琐。其次,我们鼓励人们定制饮品,但这可能并不是制作饮品的最佳方式。更不必提及,这为我们的合作伙伴在饮品制作上带来了额外的复杂性。因此,我们需要进行一些整顿,这是我要表达的意思。”
首席执行官表示,这些调整将提升饮品的一致性,并有助于避免因高度定制而可能导致的饮品订单价格超出预期,这些定制饮品往往比普通饮品价格更高。
星巴克的菜单调整不仅限于饮品,这家咖啡连锁巨头的食品选项也将迎来变革。尼科尔表示,为了专注于提供更高质量的产品,而非追求种类的多样性,星巴克将减少部分食品选项。
他说道:“我确实认为,如果我们在食品方面做到少而精,那么我们在该领域的表现将会更加出色。”
星巴克的一位发言人在一份声明中告诉《财富》杂志,该咖啡连锁店正在简化菜单,以保持其作为咖啡公司的核心定位。
该发言人表示:“我们将持续为顾客提供多样化的选择。通过集中精力打造更少但更高品质的产品,我们相信这将提升产量、质量以及服务的一致性。”
除了对菜单进行调整外,星巴克计划从明年起在其门店重新引入调味吧台(提供牛奶和糖)。在疫情期间,星巴克的众多门店取消了调味吧台。
为了提升店内订单处理速度,尼科尔希望收银员能在顾客下单的同时迅速准备好一杯基础的滴漏咖啡,并将其交给顾客。然后,顾客可以拿着咖啡到调味吧台,根据个人口味添加牛奶和糖。
尼科尔在提及调味吧台时表示:“顾客们对此有着明确的需求,而我们的咖啡师也表示这样做能够提升服务效率。”
尼科尔在9月份离开了Chipotle,并接管了星巴克,他以扭转这家陷入困境的咖啡连锁店的经营状况为条件,换取了1.13亿美元的薪酬和远程办公特权。然而,他面临的挑战不容小觑。
尽管尼科尔制定了雄心勃勃的计划,但该公司第四财季的财报收益低于分析师预期,股价在上周四下跌不到1%。该公司报告称,全球可比同店销售额下降了7%,北美和美国的销售额下降了6%%,这是该公司连续第三个季度销售额下降。
尼科尔为了重塑星巴克作为“第三空间”的形象,并营造咖啡馆氛围,计划对食品和饮料进行一系列调整,以此鼓励顾客在店内停留更长时间。这位首席执行官表示,星巴克将重新聚焦于提升店内顾客体验。为此,尼科尔宣布将使用陶瓷杯来盛装部分店内饮品,并让吧员重新使用锐意马克笔,以便他们在饮品订单上添加个性化标签。
他说道:“我相信有很多简单的方式能够更好地传达这样的信息:‘你知道吗?这是一个社区场所,一个特别的地方,人们可以在这里建立联系。’”(财富中文网)
译者:中慧言-王芳
After three straight quarters of declining same-store sales, Starbucks’ new CEO, Brian Niccol, is making some changes, including cutting down on highly customized drink orders.
Both customers and baristas have complained for years about highly customized drinks and the delays they can cause in getting orders out efficiently. In an effort to meet Niccol’s goal of getting every order in the customer’s hands in four minutes or less, the company wants to simplify customizations.
To make things easier for customers and employees, the company will add “commonsense guardrails” to customizations on its mobile app, Niccol said during Starbucks’ fiscal fourth-quarter earnings call Wednesday. He added that the company’s current mobile custom-ordering system causes headaches for both customers and baristas.
“One, it’s complicated for the customer to get through it. And then, two, we kind of incentivize people to customize drinks that probably aren’t the best way to execute the drink. Not to mention, it creates additional complexity for our partners to execute the drink. So we have some cleanup to do, is the way I would describe it,” Niccol said.
These changes will improve consistency as well as help eliminate price tag surprises for highly customized drink orders that could be more expensive than a regular drink, the CEO said.
Starbucks’ menu changes aren’t just affecting drinks; the coffee chain’s food options are also due for a revamp. Niccol said in order to focus on quality over variety, Starbucks will cut some of its food items.
“I do think we’re going to be much better at food if we do fewer things on the food front in a better quality fashion,” he said.
A spokesperson for Starbucks told Fortune in a statement that the coffee chain was cutting down its menu to align with its core identity as a coffee company.
“We continue to offer customers great choice. By focusing on fewer, better products we expect this to improve throughput, quality, and consistency,” the spokesperson said.
Apart from the menu changes, Starbucks will also bring back condiment bars filled with milk and sugar to its stores beginning next year. The condiment bars were largely eliminated from Starbucks locations following the COVID-19 pandemic.
To get in-store orders out as fast as possible, Niccol wants a simple drip coffee to be ready almost as soon as you order it and handed to you by the cashier. Customers can then take their coffee to the condiment bar to add milk and sugar to their taste.
“Our customers are asking for it, and our baristas are saying it would help them deliver the speed of service that they want to provide,” Niccol said of the condiment bars.
Niccol left Chipotle and took the helm at Starbucks in September, snagging a $113 million paycheck and remote-working privileges in exchange for turning things around at the struggling coffee chain. Yet he has his work cut out for him.
Despite Niccol’s ambitious plans, the company’s shares fell less than 1% Thursday after it missed analyst expectations with its fiscal fourth-quarter earnings. The company reported a 7% decline in global comparable same-store sales and a 6% sales decline in North America and the U.S. It’s the third straight quarter of declining sales for the company.
The changes to food and drinks are part of Niccol’s plan to revive Starbucks’ reputation as a “third place” and foster a “coffeehouse vibe” so people want to stay awhile. The CEO said the company wants to get back to focusing on the in-store customer experience. To do this, Niccol said Starbucks will switch to ceramic mugs for some in-store drinks and give baristas back their Sharpies so they can add custom flair to drink orders.
“I think there’s a lot of just simple things that go a long way of saying, ‘You know what? This is a community place, this is a special place where people are here to connect,’” he said.