Starbucks baristas and loyal customers are calling for changes under new CEO Brian Niccol. While Niccol is focused on reassuring investors of the brand’s strong U.S. presence, he faces concerns from employees and regular customers alike. Baristas are frustrated with chronic understaffing, low wages, and inadequate benefits, as well as challenges in handling disruptive customers. Meanwhile, devoted customers are seeking consistently high-quality coffee.
In a video message, Niccol acknowledged the need to address staffing issues, streamline operations, and make things easier for employees. Liv Ryan, a barista and union organizer from Long Island, New York, emphasized that resolving understaffing should be a top priority for Niccol.
Following a 6% drop in U.S. same-store sales in the fourth quarter and the company’s decision to withdraw its earnings forecast for the next fiscal year, Niccol stressed the importance of supporting baristas to deliver exceptional customer service.
