Turn Plan focused on employees

As Starbucks He seeks to return customers and to make investors with his turn strategy, it also wins their store executives with promises to add more seats to the cafe and promote internally.

From the CEO The first week of Brian Nicolas In the company, he pledged to return the company “Back to Starbucks” to accept sluggish sales. This week, this goal was to fully, in the experience of the company’s management, more than 14,000 store leaders in Las Vegas.

Starbucks presented a new coffee called “fried” 1971, a return call per year, which its first place opened in Pike Place in Seattle. Finalists from the first in the history of the Starbucks World Championship referred to “Back in Starbucks” when they were preparing drinks for judges. Even the WI -FI password was “Backtostarbucks!”.

To the investors, NOCAL had already submitted A multiple strategy that provides for the re -equipment of the company’s marketing strategy, improving the staffing in the cafe, correction of mobile application problems and making its places larger. Company too Discouraged by approximately 1100 corporate workers Earlier this year, saying that he was aimed at work more effectively and cut the dismissal.

Since April, Starbucks’s shares have grown by almost 20%, and they are traded simply as they were after almost 25% spike on the day when NICCOL was announced by the CEO.

While Starbucks have taken the main steps to return customers and Wall Rate, he also tries to return the faith among his employees. Over the years, staff had concern for hours and loads, causing a wide trade union on the United States

To excite the heads of the network store, this week, the Starbucks executives site focused on giving them more control. Before running new drinks, such as a cold foam with protein, the company first checks them in five shops to get feedback with baristas.

If the network increases its staffing schedule this summer, managers will have more information about how many barists they need. And next year most of the North America stores will add a chapter to their lists.

“You are the Leaders of Starbucks. Your Customer’s attention is crucial. Your guide is crucial. And if you go back to your cafes, please remember: coffee, community, opportunity, all good,” Nical said on Tuesday.

Cultural shift

The NICCOL “Back to Starbucks” strategy focuses on thinking that the company’s culture has fallen. His leadership experience is usually held every couple of years, he was the first since 2019 – three executives ago.

“We are a matter of communication and humanity,” Nikol said on Tuesday afternoon, addressing the crowd more than 14,000 executives. “Great people do great things.”

Because more customers order their patches through the company’s app, its cafes lost their identity as “third place” so that people can hang out and sip drinks.

To return to the previous Starbucks culture, the company promotes previous solutions – for example, removing places from its cafes. In recent years, the network has removed 30,000 seats from its seats. These repairs annoyed both customers and employees; According to Nicolas, the local Starbucks Niccol manager at Newport -Bich, California, even asked him to remove her shop from the reconstruction list because she wanted to keep a seat place, NICCOL reports.

“We are going to return these places,” Nical said, bringing a great wave of applause from the audience.

He has earned more applause from viewers, discussing networking plans to promote internally, as he eventually adds 10,000 places to the US

Despite the fact that historically approximately 60% of Starbucks stores were internal stocks, the company wants to raise it up to 90% for their roles in retail. Thousands of new cafes means 1000 more heads of districts, 100 regional directors and 14 regional vice -presidents of the company – and more upward mobility career for store leaders.

The staffing staffing is more widely caused by the care of Starbucks and its staff, nourishing the wave of union elections in hundreds of their stores. The past management teams have reduced the work assigned in stores, helping the profit by burning the barists and slowing down services.

Under Nicolas Starbucks changes the trend. The company accelerates plans to disperse its new model of green apron work by the end of the summer because the tests have shown that it improves service time and increases traffic. Within the model, executives will have more attention in how much their store needs.

And the main partner-partner Sarah Kelly received a standing ovation from the crowd that most of the North America’s places will receive a full-time, devoted assistant to the head of the store next year.

“For most of the time, your store works without you and you share it, even if you are not in the store, you are unable to turn off completely, and it may feel that the weight is on your shoulders … It affects everything partner’s experience, customer experience, performance of your store,” Kelly said, referring to the store executives.

Stamp approval of Schultz

Emphasizing the problems that NICCOL, the company’s brand restoration, two speakers, which have scored the most applause of store managers, are no longer actively involved in the company.

Former chairman Melloodi Hobson killed a standing ovation, both during the entry and the stage’s stage. Hobson, wiping tears out of his eyes, thanked the starbucks staff, who, she said, always made her feel in her stores.

She Became down From her position earlier this year, having completed about two decades, which ended with the fact that she became the first African woman, who became an independent chairman of the company Fortune 500. Hobson also acts as CEO of Ariel Investments.

Hobson refused the post of Chairman of the Board of Nicolas when he joined the campaign in September. Nical attributed her poaching from it Chip As Starbucks sought to find a leader who could launch his glory business.

“A quick conversation (with Hobson) turned into something really special to me,” Nikol said.

And a longtime friend of Hobson Howard Schultz also earned a standing ovation from store managers.

Schultz, a three -time CEO who grew up Starbucks from a small network to a coffee power plant, spoke with the experience of the management on Wednesday morning. For the first time it was noted that he publicly appeared with Nicolas, as the council threw out its successor Laxman Narasaman and chose the then CEO to take the reins.

Starbucks have long suffered questions about his continuity, given the previous readiness of Schultz to return to the wheel of the company. But since the appointment of Nikolas, Thought industry analysts To finally be the CEO who manages to avoid the protracted influence of Schultz on the Coffee -Giant.

The ghost of Schultz was detained earlier in this event. Nical shared the story of the inspiration of hearing Schulz who speaks Brands YumThe then employer of Niccol, back in 2008. The 71-year-old EMERITUS chairman also appeared in a video form on Tuesday to thank Hobson for his service.

While talking to Nicolas on Wednesday, Schultz signed His plan return to “Back to Starbucks”, saying that he first made a wheel in his living room when he heard about it.

He also asked the executives to return this energy to his own places Starbucks.

“Be faithful, be faithful to your partners,” Schultz told the audience. “And I know we’re going to get out of here … as a tidal wave and a surprise and want the world and prove that all these cynics are wrong again, as in 1987.”