New Starbucks CEO Brian Niccol plans to focus on improving the chain's U.S. business during his first 100 days on the job. In an open letter, Niccol acknowledged the brand has drifted from its core, identifying areas of improvement such as the barista experience, morning service, and store design. Starbucks will invest in technology and supply chain enhancements to address these issues. Niccol also aims to restore the brand's image globally, particularly in China and the Middle East. Niccol previously led Chipotle Mexican Grill and is tasked with revitalizing Starbucks’ slumping sales.
