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Starbucks new CEO says betting on mobile, drive through orders was a mistake


//business-finance.news-articles.net/content/202 .. n-mobile-drive-through-orders-was-a-mistake.html
Published in Business and Finance on by Fortune   Print publication without navigation

Brian Niccol says: "I think we got confused that mobile ordering could solve the entire business".

Brian Niccol, CEO of Starbucks, has acknowledged the increasing number of order mistakes at the company's drive-throughs, attributing the issue to the complexity of mobile orders and the pressure to fulfill them quickly. In an interview with Fortune, Niccol explained that the rise in mobile ordering has led to a higher volume of customized drinks, which can be challenging for baristas to prepare accurately under time constraints. To address this, Starbucks is investing in new technology and training programs to improve order accuracy and enhance the overall customer experience. Niccol emphasized the importance of balancing speed and precision to maintain customer satisfaction and loyalty.

Read the Full Fortune Article at:
[ https://fortune.com/2025/02/20/starbucks-brian-niccol-mobile-drive-through-order-mistakes/ ]

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