NILES, Illinois (WGN) — On a recent Wednesday, Starbucks CEO Brian Niccol visited suburban Chicago, where he engaged in an exclusive interview with Nexstar’s WGN focused on enhancing the customer experience at one of the globe’s most iconic brands.
With the aim of rejuvenating sluggish sales, Niccol understands that customer satisfaction must take precedence. At the Niles, Illinois Starbucks location, it was apparent that the customer experience was at the forefront, as Niccol showcased his vision for the future of the company.
His drink of choice for the day? A tall Americano with an extra shot.
"I’ve told our team that part of our revitalization is to become the world’s premier customer service company again," Niccol stated.
To facilitate this shift, Starbucks is rolling out a new operational framework known as Green Apron Service, which focuses on boosting efficiency. The goal for baristas is clear: no custom order should exceed four minutes.
"It’s about ensuring we have enough partners in our stores, arranged appropriately to foster genuine customer interactions and experiences—this connection is what Starbucks was built upon," Niccol emphasized.
In a recent image captured at the West Oakton Street location, Niccol was seen interacting with employees, reaffirming the company’s commitment to service excellence.
Niccol noted that the company had become too reliant on mobile orders, which now account for 30% of Starbucks’ business, often at the expense of in-store customers. "We had to determine how to streamline our operations, considering we have multiple order points," Niccol explained.
Mike Grams, Starbucks’ COO, stated that the focus is on simplifying in-store operations. The newly implemented SmartQ technology will utilize algorithms to prioritize in-store orders, ensuring customers are served promptly without waiting for mobile orders to be filled.
Many patrons have experienced the frustration of ordering in a busy Starbucks only to find multiple mobile orders waiting ahead of them. Grams aims to alleviate this issue, making the in-store experience as smooth as possible.
Top executives are optimistic that these improvements will help reverse six consecutive quarters of declining same-store sales.
Niccol has been transparent about the company’s current challenges, ensuring customers will soon notice these changes. "We’re rolling this out nationwide now. It should take a couple of weeks to fully implement, and by September, all of our locations are expected to be operational under the Green Apron Service model and SmartQ technology," he noted.
With approximately 11,000 company-owned Starbucks locations across the U.S., around 1,500 have already piloted the Green Apron Service.
While embracing change, Niccol remains dedicated to preserving the essence of Starbucks: personalized service and the signature Sharpie touch.
"These small interactions, like drawing a smiley face on a cup, slow things down just a bit," Niccol reflected. "It allows for a brief, meaningful moment between our baristas and customers."
Ultimately, Starbucks’ objective is to reinstate that cozy community coffeehouse atmosphere across its vast chain, bringing customers back to the roots of what made Starbucks special.