“What I’ve heard is that people like the human side of the restaurant, and our baristas like having that personal touch. Listen, I want to empower them to give the hospitality and the personal touch that they want to give,” Niccol said in an interview with the Financial Times.

Niccol announced the moves after Starbucks suffered a 6% decline in U.S. same-store sales in the three months to September, with the number of transactions falling by a tenth.

At the same time, the average customer’s bill increased by 4%. Morgan Stanley called it “a remarkably poor quarter any way you slice it.”

In a move aimed at cost-sensitive customers, Starbucks said it has no plans to raise menu prices at its North American stores for the remainder of the fiscal year.

Just over 11,000 of its more than 18,000 stores in North America are company-owned.

Next month, it will end price increases for adding plant-based milk to drinks such as lattes and cappuccinos served at its U.S. and Canadian cafes.

The change, which will apply to company-owned stores, will lower prices by more than 10% for customers who request non-dairy alternatives such as soy milk, oat milk or dairy milk. almond in their drinks.

Niccol was hired by the Chipotle Mexican Grill restaurant chain to revive Starbucks’ fortunes.

Investors have pinned their hopes on his leadership, sending the coffee chain’s shares up more than 25% since his appointment was announced in mid-August.

After an initial decline, shares rose slightly after hours Wednesday after Starbucks released more information about its quarterly financial results first released last week.

“We are focused on making every visit worthwhile for our customers, with simple pricing, fast service and a more consistent, enjoyable coffee experience,” Nicoll told analysts.

In another menu simplification move, Starbucks will next month stop selling olive oil-infused coffees that were the creation of Howard Schultz, the longtime frontman who built Starbucks.

The company said the decision was made before Niccol arrived.

Niccol said he has spoken to Schultz since his arrival.

“He founded the company, created an incredible brand and business, and you know what, he’s been a great resource,” he said in the interview.

Torrents of orders placed via mobile devices have sometimes slowed service during peak times of the day.

Niccol said it aimed to have drinks delivered within four minutes to customers at its cafes and would create separate collection areas for mobile customers.

Niccol had already presented his plan, which he calls “Return to Starbucks,” more broadly.

In an open letter last month, he said Starbucks outlets had strayed from their roots as inviting community centers and sometimes felt transactional and hectic.

Wait times for drinks have gotten longer and the list of drinks and food has become too complicated, he said.

In a video released with last week’s dismal results, Niccol said Starbucks’ strategy required “fundamental change.”

Written by: Gregory Meyer in New York

© Financial Times