Starbucks is planning to hire more baristas, in a costly gambit to re-establish a personal connection with customers put off by long queues and poor service.
Brian Niccol, chief executive, on Wednesday promised an arena full of 14,000 store managers in Las Vegas that “the biggest human capital investment in connection in the history of Starbucks is about to happen”. His pledge was endorsed on stage by Howard Schultz, the revered former chief who built Starbucks into the world’s biggest coffee shop chain.
Niccol was hired last year to turn around Starbucks after a sharp decline in sales. He has christened his strategy “Back to Starbucks”, embracing Schultz’s original vision for shops to serve as a “third place between home and work”.
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