Brian Niccol Outlines Vision To Reconnect Starbucks With Community Coffeehouse Roots On His 2nd Day As CEO
Brian Niccol Outlines Vision To Reconnect Starbucks With Community Coffeehouse Roots On His 2nd Day As CEO
Starbucks has experienced falling sales for two consecutive quarters. Customers have complained about high prices, slow app orders, and subpar food options. The company has also faced union organizing efforts due to dissatisfaction with working conditions, pay, and benefits.Brian Niccol, on his second day as Starbucks Corp.'s (NASDAQ:SBUX) CEO, announced plans to return the company to its roots as a community coffeehouse.
布萊恩·尼科爾，這是他在星巴克公司的第二天。”s（納斯達克股票代碼：SBUX）首席執行官宣佈計劃讓公司重返社區咖啡館的本源。
What Happened: Niccol emphasized the need for comfortable seating and a clear distinction between "to-go" and "for-here" services. He acknowledged that the company has drifted from its core values and is committed to enhancing the in-store experience.
發生了什麼：Niccol強調需要舒適的座椅，並明確區分 「外帶」 和 「去這裏」 服務。他承認，該公司已經偏離了其核心價值觀，並致力於改善店內體驗。
Niccol, known for turning around Chipotle Mexican Grill, Inc. (NYSE:CMG) and Taco Bell owned by Yum! Brands, Inc. (NYSE:YUM), is Starbucks' fourth CEO in two years. He takes over amid declining sales and pressure from employees and investors.
Niccol，以扭轉 Chipotle Mexico Grill, Inc.（紐約證券交易所代碼：CMG）和百勝集團旗下的 Taco Bell 的局面而聞名！Brands, Inc.（紐約證券交易所代碼：YUM）是星巴克兩年來的第四位首席執行官。在銷售額下降以及員工和投資者的壓力下，他接任。
Starbucks has experienced falling sales for two consecutive quarters. Customers have complained about high prices, slow app orders, and subpar food options. The company has also faced union organizing efforts due to dissatisfaction with working conditions, pay, and benefits.
星巴克的銷售額連續兩個季度下降。客戶抱怨價格過高、應用程序訂單緩慢以及食物選擇不佳。由於對工作條件、薪酬和福利不滿意，該公司還面臨工會組織工作。
Niccol plans to empower baristas by providing them with the necessary tools and time to craft quality drinks. He noted that mobile orders often overwhelm stores, leading to a hectic environment.
Niccol計劃通過爲咖啡師提供製作優質飲料所需的工具和時間來增強他們的能力。他指出，移動訂單經常使商店不堪重負，從而導致忙碌的環境。
Despite scrutiny for not relocating to Seattle, Niccol will spend time in stores, at headquarters, and with employees globally.
儘管因未搬遷到西雅圖而受到審查，但Niccol仍將在門店、總部和全球員工共度時光。
Why It Matters: Niccol's appointment comes at a critical time for Starbucks. Just a day before his announcement, top Wall Street analysts predicted a potential 21% rally in Starbucks' stock, reflecting optimism about his leadership.
爲何重要：Niccol的任命正值星巴克的關鍵時刻。就在他宣佈這一消息的前一天，華爾街頂級分析師預測星巴克的股票可能上漲21％，這反映了對他的領導層的樂觀情緒。
However, Niccol's decision to commute between his California home and Seattle headquarters via a company jet has sparked environmental concerns.
但是，Niccol決定乘坐公司的飛機在加利福尼亞的家和西雅圖總部之間上下班，這引發了環境問題。
Niccol's move to Starbucks also led to a rapid transition at Chipotle, where Adam Rymer was fast-tracked to the CFO position following Niccol's departure.
Niccol轉到星巴克也導致了Chipotle的快速過渡，在尼科爾離職後，亞當·萊默被快速晉升爲首席財務官一職。
Additionally, Starbucks' international operations have faced challenges. The company's operator in Malaysia reported significant losses due to anti-Israel boycotts.
此外，星巴克的國際業務也面臨挑戰。該公司在馬來西亞的運營商報告說，由於反以色列的抵制，該公司蒙受了重大損失。
Price Action: Starbucks stock closed at $93.34 on Tuesday, up 1.23% for the day. In pre-market trading, the stock was down 0.17% at the time of writing. However, year to date, the stock is down 0.35%, according to data from Benzinga Pro.
價格走勢：星巴克股價週二收於93.34美元，當天上漲1.23％。在盤前交易中，該股在撰寫本文時下跌了0.17％。但是，根據Benzinga Pro的數據，今年迄今爲止，該股已下跌0.35％。
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Image Via Shutterstock
圖片來自 Shutterstock
This story was generated using Benzinga Neuro and edited by Kaustubh Bagalkote
這個故事是使用 Benzinga Neuro 創作的，由 Kaustubh Bagalkote
譯文內容由第三人軟體翻譯。
