Starbucks CEO Brian Niccol wants to regain the company’s footing by focusing on the brand’s identity as “a welcoming coffee house.”
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00:00New Starbucks CEO Brian Nickell is keeping the coffee chain's home base in Seattle,
00:04even though he lives over a thousand miles away. Since its inception in 1971,
00:08Starbucks has been headquartered near its original Pike Place store in Seattle.
00:12And while Nickell has outlined a long list of changes he envisions for the company,
00:15uprooting the headquarters isn't one of them. At least for now.
00:18He told Yahoo Finance that he wants to focus on more abstract changes,
00:21and that means he'll be super commuting from Orange County to Seattle,
00:25likely on a Starbucks private jet.
00:27The former Chipotle CEO is determined to turn the company around with what he's dubbed the
00:31Back to Starbucks plan, which includes slimming down the menu, getting customers their orders
00:35in four minutes or less, and improving mobile order offerings.