In his first week as CEO of Starbucks, Brian Niccol acknowledged the chain's inconsistency in product quality and long wait times for customers, pledging to enhance the in-store experience. He emphasized a return to Starbucks' roots, aiming to create a welcoming atmosphere reminiscent of a community coffeehouse while ensuring high-quality, handcrafted beverages. Niccol outlined four key focus areas: empowering baristas, improving morning service, refining the customer experience, and revitalizing Starbucks' identity. His appointment comes at a critical time, with the company reporting two consecutive quarters of declining sales and facing criticism over its operational approach. In contrast to his predecessor, Niccol is taking immediate action to address these issues, hoping to restore customer trust and satisfaction. He sees significant growth potential internationally while prioritizing improvements in U.S. locations, which are vital for the chain's profitability.