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Starbucks’ new CEO, Brian Niccol, is focusing on improving the chain’s U.S. business before addressing issues abroad. In an open letter, Niccol acknowledged that Starbucks needs to enhance the barista experience, morning service, cafes, and branding in the U.S. He plans to invest in technology to improve working conditions, supply chain efficiency, and the mobile ordering platform. Niccol also aims to address challenges in China and the Middle East, aiming to capture growth and dispel misconceptions about the brand. He will spend his first 100 days meeting with partners and suppliers to drive critical steps in the turnaround plan. Niccol recently joined Starbucks from Chipotle, where he successfully led a turnaround. Now, he is tasked with executing a similar strategy for Starbucks.

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