When Brian Niccol took over as CEO of Starbucks in September 2023, he inherited a company that had lost its way. The coffee giant, once synonymous with cozy coffeehouse vibes and personalized customer experiences, had become a chaotic hub of mobile orders, drive-through lines, and frustrated customers. Niccol, the former CEO of Chipotle, has made it his mission to bring Starbucks back to its roots—a place where customers feel valued and the experience is as important as the coffee itself.

The Problem: A Broken Customer Experience

Niccol didn’t mince words when describing the issues he inherited. Starbucks had become overly reliant on mobile and drive-through orders, neglecting the in-store experience that once defined the brand. The result? Congested stores, overwhelmed baristas, and a disconnect between when customers wanted their drinks and when they were ready.

“We spent a lot of time trying to figure out how to cost-save our way to a very efficient drink and not enough time on what is the experience that Starbucks provides,” Niccol explained in an interview with The Wall Street Journal.

The mobile ordering app, once hailed as a game-changer, had become a double-edged sword. Former CEO Howard Schultz had previously called it the brand’s “Achilles Heel,” noting that it created confusion and dissatisfaction among customers. “People couldn’t get their drink on time, people were confused whether that was their drink,” Schultz said on the Acquired podcast last year. He likened the chaos around the barista counter to a “mosh pit,” adding, “That’s not Starbucks.”

The numbers told the same story. In 2023, Starbucks reported that one in seven or eight customers abandoned their orders due to long wait times. By the end of the year, global comparable store sales had dropped by 2%, with a significant 7% decline in the fourth quarter alone.

Niccol’s Vision: Back to Basics

Niccol’s strategy is clear: refocus on the customer experience. He wants Starbucks to return to its roots as a comfortable coffeehouse where customers feel appreciated—whether that’s through a friendly smile, a handwritten note on a cup, or simply a seamless ordering process.

“I think we lost focus on that moment of connection,” Niccol said. “We got confused that mobile ordering could solve the entire business. We got a little confused that the drive-through could solve the entire business. You have to have a balanced approach and you have to protect the integrity of your brand—that’s what I’m getting back to doing.”

One of his top priorities is fixing the mobile ordering system. Currently, the app often tells customers their drink will be ready in three minutes, even when it’s physically impossible for them to reach the store in that time. “We’re mismatching when the customer wants it and when we’re making it,” Niccol explained. “The number one request is, ‘Let me pick what time I can come and pick up my beverage.’”

Niccol is determined to turn mobile ordering from a liability into an advantage. “I want to see mobile order not be a problem,” he said. “It should be an advantage. More access to Starbucks should be a good thing, and right now we’ve made more access a challenge for our partners and our customers—we’re going to fix that.”

Can Niccol Fix Starbucks in 12 Months?

When asked if the mobile order chaos could be resolved within a year, Niccol responded cautiously but optimistically: “I sure hope so. At a minimum, we will be a lot better than where we are today.”

His confidence is backed by Starbucks’ willingness to invest in his leadership. Earlier this year, an SEC filing revealed that Niccol would earn $10 million for just six months of work. The first $5 million was paid after his first month, with the remainder due in March 2024. The company’s aggressive pursuit of Niccol—described as a “dogged pursuit” by outgoing board director Mellody Hobson—underscores the urgency of the turnaround effort.

The Road Ahead

Niccol’s challenge is significant, but his track record at Chipotle suggests he’s up to the task. At Chipotle, he revitalized the brand by focusing on digital innovation while maintaining the integrity of the in-store experience. At Starbucks, he’s applying a similar philosophy: balancing efficiency with the human touch that made the brand iconic.

For Starbucks, the stakes are high. The company’s recent sales declines and customer dissatisfaction highlight the need for change. But if Niccol can successfully refocus the company on its core values—while modernizing its operations—Starbucks could once again become the beloved coffeehouse it was meant to be.

As Niccol puts it, “More access to Starbucks should be a good thing.” With his leadership, the coffee giant is on a path to making that vision a reality.