#23 Starbucks CEO: We lost our focus

星巴克第23任首席执行官:我们失去了焦点

Business Matters

2026-02-02

25 分钟
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Brian Niccol took over at Starbucks in 2024. He became CEO at a time profits had been falling and customers going elsewhere. He says Starbucks had got too distracted on efficiency and technology and lost focus on customers and experience. Starbucks has re-introduced things like handwriting on cups and ceramic mugs in a bid to win back customers, and has also given the menu and stores a makeover. It's already seen sales improve but Brian Niccol says they still need to do more.. Technology is playing a big part in Starbucks plans to improve efficiency. It's using AI to take orders and allowing people to schedule their orders. It's also using technology to simplify the ordering process and stock. Niccol says this is allowing staff to spend more time to chat with customers. Presenter - Michelle Fleury Producers - John Mervin and Justin Bones Editor - Henry Jones 01:40 Getting customers back to Starbucks. Says had lost focus and got distracted 07:22 Using technology such as AI taking orders and scheduling orders for customers 15:30 Partnering with 2028 LA Olympics 19:16 Should investors expect a slow rebuild or will the pace pick up this year 22:20 Giving power back to the store Picture: Reuters
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  • Hello, welcome to Big Boss Interview.

  • I'm Phyllis Hannah, business presenter on the Today programme and Wake Up to Money.

  • And across the BBC,

  • we're bringing you conversations with some of the most important business leaders,

  • both in the UK, but also internationally.

  • Today's episode features one of the most recognisable names on the planet.

  • We're talking to Brian Nickel, the CEO of Starbucks,

  • the world's largest coffee chain and one of the most influential consumer brands in history.

  • Our North America correspondent, Michelle Flurry, has been sitting down with him.

  • Michelle, tell us a bit more about Starbucks and what really stood out from your interview.

  • Starbucks as a cozy local coffee house.

  • He used the word connection about eight times during our chat.

  • He's also trying to cut down on order times.

  • In recent years many of us have had that experience of waiting too long for a drink.

  • He's using technology like AI to help baristas make orders more quickly.

  • All of this is to get you and I to spend more time in a Starbucks coffee shop.

  • So here he is, the chief executive of Starbucks, Brian Nicholl.

  • I'm here with Brian Nicholl, the CEO of Starbucks.