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Starbucks hoped mobile orders and the drive-through would save its business. New CEO Brian Niccol says that was a mistake.

The article from MSN discusses how Starbucks, under the leadership of new CEO Brian Niccol, has acknowledged that its heavy reliance on mobile orders and drive-through services was a strategic misstep. Initially, these methods were seen as solutions to streamline operations and cater to customer convenience during the peak of the digital and health-conscious consumer trends. However, Niccol has pointed out that this approach led to several issues including customer dissatisfaction due to long wait times, operational inefficiencies, and a disconnect from the traditional Starbucks experience which emphasizes in-store ambiance and personal interaction. The new CEO aims to rebalance the business model by enhancing in-store experiences, improving staff training for better service, and possibly rethinking the role of mobile ordering to ensure it complements rather than dominates the Starbucks experience. This shift in strategy comes as part of a broader effort to adapt to changing consumer behaviors while maintaining the brand's core values.

Read the Full Fortune Article at:
[ https://www.msn.com/en-us/money/companies/starbucks-hoped-mobile-orders-and-the-drive-through-would-save-its-business-new-ceo-brian-niccol-says-that-was-a-mistake/ar-AA1zrQ6d ]