Starbucks is rolling out significant changes across its UK stores to improve customer service and speed up orders, following a period of declining sales. CEO Brian Niccol, who took over in September last year, has prioritised creating a more welcoming environment and reducing wait times.
Under Niccol's leadership, the coffee chain has invested in new technology and staff training to ensure orders are fulfilled within four minutes, whether in-store or via drive-thru. Baristas are being trained to greet every customer warmly, make eye contact, and write meaningful messages on cups, moving away from simple smiley faces.
The company has also scrapped its mobile-order-only stores, describing them as “overly transactional” and lacking warmth. Instead, Starbucks is focusing on a new store prototype with 32 seats and a drive-through, aiming to expand its UK presence after closing around 400 US locations last year.
Despite not raising prices under Niccol so far, the company has not ruled out future increases, citing high costs as a key reason customers are cutting back. However, Niccol remains optimistic, noting that holiday promotions have driven record sales and shares are up 16 percent this month.
