今年,许多星巴克(Starbucks)员工会发现他们的年终奖金金额明显减少。彭博社最早报道称,经过一个惨淡的财年之后,该咖啡连锁店的总部员工将获得60%的年终奖金。
年终奖金将在12月发放,以个人绩效和公司业绩为依据。但高管的奖金高达70%取决于营业收入和净收入,约30%的年终奖金基于包容性和多样性目标以及个人绩效。其他总部员工的奖金,按照个人绩效和业务绩效各占50%的比例计算。在过去的一年中,星巴克的营业额停滞不前,增幅不足1%,而营业收入下降了约8%。虽然一些员工将有资格获得绩效加薪,但高级和执行管理层将不会有绩效加薪。《财富》杂志证实了彭博社的报道。
在宣布减少发放奖金之前,星巴克在2023财年修改了高级管理人员的薪酬方案。现在公司70%的奖金奖励基于财务业绩发放,而2022财年这个比例为50%,个人绩效的比例从之前的30%降至15%。
至于新任首席执行官布莱恩·尼科尔,他的2,300万美元年度股权奖励不受影响。根据11月19日修订的聘用书,尼科尔将获得他在8月份接受这份工作时公司所承诺的数百万美元。星巴克董事会修订了他的协议,新增了这一条款:“董事会将有权在2025财年后根据你的绩效上下调整你的年度股权奖励目标值。”这明确赋予董事会明年调整尼科尔年度奖金的自由裁量权,同时保证他在2025财年的2,300万美元奖励——正好赶上假期。
与此同时,星巴克一直在艰难地维持其作为繁忙通勤者或远程办公者的首选咖啡店的地位,并因谨慎的消费者减少外出喝咖啡而受到影响。在尼科尔自9月担任首席执行官以来的首次财报电话会议上,公司的季度业绩不及预期,如美国市场的同店销售额(指开业至少一年的门店销售额)在该季度下降了6%,在整个财年下降了2%,因此公司下调了业绩指导意见。这是自2020年以来的首次同店销售额下降。2020年,疫情导致美国同店销售额下降了9%。
由于大量的附加服务,这家咖啡连锁店一直被排长队的顾客、复杂的自选订单以及不断上涨的价格所困扰。前首席执行官拉什曼·纳拉辛汉在4月指出,清晨的高客流量成为公司的一大障碍,因为顾客对排长队和可选产品减少感到不满,有些甚至放弃了订单。
星巴克的困境最终导致其失去了原有的魅力,不再是一个令人感到温暖舒适的咖啡馆。
尼科尔在担任首席执行官的第一天在一封公开信中写道:“我们正在回归星巴克的本色。我们将重新专注于星巴克一直以来的独特之处:成为一家热情的咖啡厅,人们可以在这里聚会,我们为顾客奉上由技艺精湛的咖啡师手工制作的最优质的咖啡。”
星巴克复兴
星巴克已经在门店实施了文化和后勤方面的改革,以恢复往日的氛围。公司在7月份宣布计划继续对技术和工作系统进行投资,以优化饮品生产。这一策略是尼科尔最终目标的基石,即减轻咖啡师在高峰时段处理大量饮品的负担,并更快地将饮品送到顾客手中。
尼科尔认为,星巴克丰富的菜单是实现这一目标的绊脚石,他计划取消复杂的饮品和一些菜单项目。该咖啡连锁店正在取消创始人霍华德·舒尔茨去年早些时候推出的橄榄油系列饮品。在疫情期间由于安全问题被取消的调味品推车也将重新回归,顾客可以自己在饮品中加牛奶和糖。
尼科尔上个月在接受美国消费者新闻与商业频道(CNBC)采访时表示:“我们必须取得平衡,确保我们既能保护饮品和体验的完整性,又能继续为人们提供他们所追求的体验。”
尼科尔提出的连锁店改革不仅仅是优化:他希望星巴克重新成为一个舒适的第三空间,而不仅仅是疲惫的通勤者们短暂停留的地方。星巴克将储备数十万支Sharpies记号笔,以恢复自2012年以来逐渐消失的传统:由咖啡师在纸杯上写上顾客的名字。公司还将在门店增加陶瓷杯和舒适的椅子。
尼科尔在10月的财报电话会议上表示:“我认为有很多简单的事情可以产生重大的意义:‘你知道吗?这是一个社区场所,是供人们相互沟通交流的特殊地方’。”(财富中文网)
译者:刘进龙
审校:汪皓
今年,许多星巴克(Starbucks)员工会发现他们的年终奖金金额明显减少。彭博社最早报道称,经过一个惨淡的财年之后,该咖啡连锁店的总部员工将获得60%的年终奖金。
年终奖金将在12月发放,以个人绩效和公司业绩为依据。但高管的奖金高达70%取决于营业收入和净收入,约30%的年终奖金基于包容性和多样性目标以及个人绩效。其他总部员工的奖金,按照个人绩效和业务绩效各占50%的比例计算。在过去的一年中,星巴克的营业额停滞不前,增幅不足1%,而营业收入下降了约8%。虽然一些员工将有资格获得绩效加薪,但高级和执行管理层将不会有绩效加薪。《财富》杂志证实了彭博社的报道。
在宣布减少发放奖金之前,星巴克在2023财年修改了高级管理人员的薪酬方案。现在公司70%的奖金奖励基于财务业绩发放,而2022财年这个比例为50%,个人绩效的比例从之前的30%降至15%。
至于新任首席执行官布莱恩·尼科尔,他的2,300万美元年度股权奖励不受影响。根据11月19日修订的聘用书,尼科尔将获得他在8月份接受这份工作时公司所承诺的数百万美元。星巴克董事会修订了他的协议,新增了这一条款:“董事会将有权在2025财年后根据你的绩效上下调整你的年度股权奖励目标值。”这明确赋予董事会明年调整尼科尔年度奖金的自由裁量权,同时保证他在2025财年的2,300万美元奖励——正好赶上假期。
与此同时,星巴克一直在艰难地维持其作为繁忙通勤者或远程办公者的首选咖啡店的地位,并因谨慎的消费者减少外出喝咖啡而受到影响。在尼科尔自9月担任首席执行官以来的首次财报电话会议上,公司的季度业绩不及预期,如美国市场的同店销售额(指开业至少一年的门店销售额)在该季度下降了6%,在整个财年下降了2%,因此公司下调了业绩指导意见。这是自2020年以来的首次同店销售额下降。2020年,疫情导致美国同店销售额下降了9%。
由于大量的附加服务,这家咖啡连锁店一直被排长队的顾客、复杂的自选订单以及不断上涨的价格所困扰。前首席执行官拉什曼·纳拉辛汉在4月指出,清晨的高客流量成为公司的一大障碍,因为顾客对排长队和可选产品减少感到不满,有些甚至放弃了订单。
星巴克的困境最终导致其失去了原有的魅力,不再是一个令人感到温暖舒适的咖啡馆。
尼科尔在担任首席执行官的第一天在一封公开信中写道:“我们正在回归星巴克的本色。我们将重新专注于星巴克一直以来的独特之处:成为一家热情的咖啡厅,人们可以在这里聚会,我们为顾客奉上由技艺精湛的咖啡师手工制作的最优质的咖啡。”
星巴克复兴
星巴克已经在门店实施了文化和后勤方面的改革,以恢复往日的氛围。公司在7月份宣布计划继续对技术和工作系统进行投资,以优化饮品生产。这一策略是尼科尔最终目标的基石,即减轻咖啡师在高峰时段处理大量饮品的负担,并更快地将饮品送到顾客手中。
尼科尔认为,星巴克丰富的菜单是实现这一目标的绊脚石,他计划取消复杂的饮品和一些菜单项目。该咖啡连锁店正在取消创始人霍华德·舒尔茨去年早些时候推出的橄榄油系列饮品。在疫情期间由于安全问题被取消的调味品推车也将重新回归,顾客可以自己在饮品中加牛奶和糖。
尼科尔上个月在接受美国消费者新闻与商业频道(CNBC)采访时表示:“我们必须取得平衡,确保我们既能保护饮品和体验的完整性,又能继续为人们提供他们所追求的体验。”
尼科尔提出的连锁店改革不仅仅是优化:他希望星巴克重新成为一个舒适的第三空间,而不仅仅是疲惫的通勤者们短暂停留的地方。星巴克将储备数十万支Sharpies记号笔,以恢复自2012年以来逐渐消失的传统:由咖啡师在纸杯上写上顾客的名字。公司还将在门店增加陶瓷杯和舒适的椅子。
尼科尔在10月的财报电话会议上表示:“我认为有很多简单的事情可以产生重大的意义:‘你知道吗?这是一个社区场所,是供人们相互沟通交流的特殊地方’。”(财富中文网)
译者:刘进龙
审校:汪皓
Many Starbucks employees will find their annual bonus checks noticeably lighter this year. After a dismal fiscal year, the coffee chain’s corporate workers will receive 60% year-end bonuses, Bloomberg first reported.
The annual payouts, doled out in December, are based on both individual and company performance, but a whopping 70% is dependent on operating income and net revenue for senior executives, and about 30% of annual bonuses are based on inclusion and diversity goals and personal performance. For other corporate employees, the weightings used to calculate bonus payments are split 50-50 between individual and business performance. This past year, Starbucks’ revenue stagnated, growing less than 1%, while operating income faltered about 8%. While some workers will be eligible for merit raises, senior and executive management will not. Fortune confirmed Bloomberg’s report.
The hit to bonuses comes after the company altered its compensation plan for senior executives in fiscal 2023. The company now bases 70% of bonus awards on financial performance, compared to 50% in fiscal 2022, and only 15% on individual performance, compared to 30% previously.
As for new CEO Brian Niccol, his $23 million annual equity award is locked in. According to an amended offer letter dated Nov. 19, Niccol will get the millions he was promised when he accepted the job in August. The Starbucks board amended his agreement to include this new note: “The Board will have the authority to adjust the target value of your annual equity award after FY25, based on your performance.” It explicitly gives the board discretion to adjust Niccol’s annual payout up or down next year, while guaranteeing his $23 million award for fiscal 2025—just in time for the holidays.
Meanwhile, Starbucks has struggled to remain the go-to coffee spot for busy commuters or remote workers and has been hobbled by cautious consumers cutting back on their out-of-the-house caffeine fix. In Niccol’s first earnings call since he became CEO in September, the company cut its guidance after a weaker-than-expected quarter, with same-store sales—referring to sales at stores open at least a year—falling 6% in the U.S. during the quarter, and ultimately dipping 2% over the course of the fiscal year. It’s the first same-store sales loss since it was crushed by the pandemic in 2020 with a 9% drop in the metric in the U.S. over the fiscal year.
The coffee chain has been beleaguered by long lines and complicated custom orders with ballooning price tags, thanks to myriad add-ons. In April, former CEO Laxman Narasimhan identified intense early-morning traffic as a hindrance to the company, as customers grew frustrated with long lines and dwindling product available, some even abandoning their orders.
Starbucks’ woes ultimately culminated in losing its charm as a warm and comfortable place to sip coffee.
“We’re getting back to Starbucks,” Niccol wrote in an open letter on his first day as CEO. “We’re refocusing on what has always set Starbucks apart—a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas.”
Starbucks renaissance
Starbucks has already implemented cultural and logistical changes in stores to return to its vibes of yore. The company announced plans in July to continue investing in technology and work systems to optimize drink production. The strategy is the bedrock of Niccol’s ultimate goal to offload the burden of baristas juggling a rush-hour stream of drinks and get them to customers faster.
Niccol diagnosed Starbucks’ extensive menu as a stumbling block to this goal, and plans to cull elaborate drinks and some menu items. The chain is eliminating the line of olive-oil-based drinks that founder Howard Schultz introduced early last year. Condiment carts, removed during the pandemic over safety concerns, will also return to stores so customers can pour their own milk and sugar into their drinks.
“We have to strike a balance to make sure we protect the integrity of the drink, the integrity of the experience, and give people, still, the experience that they’re after,” Niccol said in a CNBC interview last month.
Niccol’s proposed changes to the chain go beyond optimization: There’s also hope that Starbucks respawns as a cozy third space and not just a quick stop for a frazzled commuter. Starbucks will amass hundreds of thousands of Sharpies to revive the tradition that has waned since 2012 of baristas writing customers’ names on their paper cups. The company will also add ceramic mugs and comfier chairs to its stores.
“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,’” Niccol said in an October earnings call.