Starbucks Prioritizes Customer Experience with Code of Conduct
Starbucks (SBUX) has announced a new Code of Conduct, limiting in-store access to paying customers. CEO Brian Niccol emphasizes safety and customer satisfaction as key factors driving this shift.
To enhance the brand's differentiation, Starbucks aims to create a premium store experience. Niccol believes they offer a unique combination of quality coffee, skilled baristas, and a welcoming atmosphere. The company plans to expand its US footprint, but anticipates closing some underperforming locations.
Despite positive projections, Starbucks faces challenges. William Blair analyst Sharon Zackfia anticipates a slowdown in restaurant development, prioritizing renovations and turnaround efforts. However, new US locations have historically driven incremental sales.
Niccol stresses the company's commitment to employee safety and support. They will implement additional security if necessary to ensure a welcoming and secure environment for both customers and staff.