Starbucks CEO Brian Niccol spoke with Nexstar’s WGN about the company’s focus on providing a better customer experience at its Niles, Illinois store. The company is launching a new operating model called Green Apron Service, which aims to improve efficiency and connect customers with their baristas. Baristas aim to make no custom order take longer than four minutes to make. The company’s emphasis has shifted too much toward mobile orders, which now make up 30% of Starbucks’ business, and away from the customer standing in the café.
Starbucks’ chief operating officer, Mike Grams, said the company’s focus is on making it easier to operate the coffeehouse. The new Smart Queue technology will use an algorithm to guide the process so customers in the café aren’t watching mobile orders being filled before they’re helped. Starbucks is also launching new’secret menu’ items in the app.
Top executives hope the idea will increase sluggish sales, as the coffee giant recently reported its sixth straight quarter of same-store sales declines. Niccol has remained open about the turnaround situation and is rolling out the Green Apron Service model everywhere. By September, all of Starbucks stores should be up and running with the Green Apron Service model and Smart Queue technology.
