Starbucks new CEO Brian Niccol orders baristas to shut down stores for mandatory 3-hour training: report
Starbucks under newly installed CEO Brian Niccol plans to close down its stores for three hours later this month in order to run a workshop for baristas that will further train them to make their locations “a welcoming coffeehouse,” according to a report.
Company employees will be subject to a mandatory training titled “Welcome Back to Starbucks” between Jan. 21 and 26, according to Business Insider.
“We will be talking about an opportunity to refocus on what has always set Starbucks apart — a welcoming coffeehouse where people gather and we serve the finest coffee, handcrafted by skilled baristas,” management told employees in an internal memo.
Employees, who are referred to by management as “partners,” are required to attend the meeting, which will take place at different times.
Baristas who are unable to fit the meeting into their schedule will need to attend the session at a different store during a more convenient time, according to the report.
Starbucks employees told Business Insider that they may need to fill in for colleagues in order to enable them to attend the session.
The Post has sought comment from Starbucks.
Niccol, who took over as Starbucks’ top decision-maker in September after a successful stint running Tex-Mex fast food chain Chipotle, has sought to revitalize the brand, whose reputation has taken a hit in recent years due to customer complaints about exceedingly long wait lines and overall poor service.
The company reported a 7% decrease in store sales globally as well as a 3% drop in net revenues in the fourth quarter of fiscal year 2024.
Starbucks’ stock has also failed to take off. In the last five years, the share price is virtually unchanged.
Inflation, which has remained stubbornly high since the end of the coronavirus pandemic, and stiff competition from a growing number of specialty coffee chains has eaten into Starbucks’ market share.
Niccol, who made headlines for reportedly being given the option of working from his Southern California home for most of the week while overseeing the company, has ordered store managers to simplify the menu by removing less popular items so as to allow baristas to focus on core offerings — thus reducing preparation times and boosting efficiency.
Starbucks has also announced that it will not hike prices on any of its items for the rest of the current fiscal year — a nod to customer concerns about the affordability of its products.
The company also removed additional fees for plant-based milk alternatives in order to make these options more accessible to consumers.
The Post has sought comment from Starbucks.
