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星巴克CEO想要調(diào)整菜單了

星巴克(Starbucks)首席執(zhí)行官希望恢復(fù)其“咖啡館氛圍”,從而讓顧客流連忘返。

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圖片來源:ETIENNE LAURENT—AFP/GETTY IMAGES

在經(jīng)歷了連續(xù)三個(gè)季度的同店銷售額下滑之后,星巴克新任首席執(zhí)行官布萊恩·尼科爾(Brian Niccol)正在實(shí)施一系列調(diào)整措施,包括減少高度定制化的飲品訂單。

多年來,顧客和咖啡師一直對(duì)高度定制化的飲品及其可能引發(fā)的訂單處理延誤(即無法高效完成訂單)表示不滿。為了實(shí)現(xiàn)尼科爾提出的在四分鐘或更短時(shí)間內(nèi)將訂單送達(dá)顧客手中的目標(biāo),星巴克計(jì)劃簡化定制流程。

尼科爾在星巴克第四財(cái)季的財(cái)報(bào)電話會(huì)議上表示,為了方便顧客和員工,該公司將在其移動(dòng)應(yīng)用程序的定制點(diǎn)餐系統(tǒng)添加“常識(shí)護(hù)欄”功能。他補(bǔ)充說,該公司目前的移動(dòng)定制點(diǎn)餐系統(tǒng)給顧客和咖啡師都帶來了困擾。

尼科爾表示:“首先,顧客在使用我們的系統(tǒng)進(jìn)行點(diǎn)餐時(shí)會(huì)覺得過程繁瑣。其次,我們鼓勵(lì)人們定制飲品,但這可能并不是制作飲品的最佳方式。更不必提及,這為我們的合作伙伴在飲品制作上帶來了額外的復(fù)雜性。因此,我們需要進(jìn)行一些整頓,這是我要表達(dá)的意思?!?/p>

首席執(zhí)行官表示,這些調(diào)整將提升飲品的一致性,并有助于避免因高度定制而可能導(dǎo)致的飲品訂單價(jià)格超出預(yù)期,這些定制飲品往往比普通飲品價(jià)格更高。

星巴克的菜單調(diào)整不僅限于飲品,這家咖啡連鎖巨頭的食品選項(xiàng)也將迎來變革。尼科爾表示,為了專注于提供更高質(zhì)量的產(chǎn)品,而非追求種類的多樣性,星巴克將減少部分食品選項(xiàng)。

他說道:“我確實(shí)認(rèn)為,如果我們在食品方面做到少而精,那么我們在該領(lǐng)域的表現(xiàn)將會(huì)更加出色?!?/p>

星巴克的一位發(fā)言人在一份聲明中告訴《財(cái)富》雜志,該咖啡連鎖店正在簡化菜單,以保持其作為咖啡公司的核心定位。

該發(fā)言人表示:“我們將持續(xù)為顧客提供多樣化的選擇。通過集中精力打造更少但更高品質(zhì)的產(chǎn)品,我們相信這將提升產(chǎn)量、質(zhì)量以及服務(wù)的一致性?!?/p>

除了對(duì)菜單進(jìn)行調(diào)整外,星巴克計(jì)劃從明年起在其門店重新引入調(diào)味吧臺(tái)(提供牛奶和糖)。在疫情期間,星巴克的眾多門店取消了調(diào)味吧臺(tái)。

為了提升店內(nèi)訂單處理速度,尼科爾希望收銀員能在顧客下單的同時(shí)迅速準(zhǔn)備好一杯基礎(chǔ)的滴漏咖啡,并將其交給顧客。然后,顧客可以拿著咖啡到調(diào)味吧臺(tái),根據(jù)個(gè)人口味添加牛奶和糖。

尼科爾在提及調(diào)味吧臺(tái)時(shí)表示:“顧客們對(duì)此有著明確的需求,而我們的咖啡師也表示這樣做能夠提升服務(wù)效率。”

尼科爾在9月份離開了Chipotle,并接管了星巴克,他以扭轉(zhuǎn)這家陷入困境的咖啡連鎖店的經(jīng)營狀況為條件,換取了1.13億美元的薪酬和遠(yuǎn)程辦公特權(quán)。然而,他面臨的挑戰(zhàn)不容小覷。

盡管尼科爾制定了雄心勃勃的計(jì)劃,但該公司第四財(cái)季的財(cái)報(bào)收益低于分析師預(yù)期,股價(jià)在上周四下跌不到1%。該公司報(bào)告稱,全球可比同店銷售額下降了7%,北美和美國的銷售額下降了6%%,這是該公司連續(xù)第三個(gè)季度銷售額下降。

尼科爾為了重塑星巴克作為“第三空間”的形象,并營造咖啡館氛圍,計(jì)劃對(duì)食品和飲料進(jìn)行一系列調(diào)整,以此鼓勵(lì)顧客在店內(nèi)停留更長時(shí)間。這位首席執(zhí)行官表示,星巴克將重新聚焦于提升店內(nèi)顧客體驗(yàn)。為此,尼科爾宣布將使用陶瓷杯來盛裝部分店內(nèi)飲品,并讓吧員重新使用銳意馬克筆,以便他們在飲品訂單上添加個(gè)性化標(biāo)簽。

他說道:“我相信有很多簡單的方式能夠更好地傳達(dá)這樣的信息:‘你知道嗎?這是一個(gè)社區(qū)場所,一個(gè)特別的地方,人們可以在這里建立聯(lián)系?!保ㄘ?cái)富中文網(wǎng))

譯者:中慧言-王芳

在經(jīng)歷了連續(xù)三個(gè)季度的同店銷售額下滑之后,星巴克新任首席執(zhí)行官布萊恩·尼科爾(Brian Niccol)正在實(shí)施一系列調(diào)整措施,包括減少高度定制化的飲品訂單。

多年來,顧客和咖啡師一直對(duì)高度定制化的飲品及其可能引發(fā)的訂單處理延誤(即無法高效完成訂單)表示不滿。為了實(shí)現(xiàn)尼科爾提出的在四分鐘或更短時(shí)間內(nèi)將訂單送達(dá)顧客手中的目標(biāo),星巴克計(jì)劃簡化定制流程。

尼科爾在星巴克第四財(cái)季的財(cái)報(bào)電話會(huì)議上表示,為了方便顧客和員工,該公司將在其移動(dòng)應(yīng)用程序的定制點(diǎn)餐系統(tǒng)添加“常識(shí)護(hù)欄”功能。他補(bǔ)充說,該公司目前的移動(dòng)定制點(diǎn)餐系統(tǒng)給顧客和咖啡師都帶來了困擾。

尼科爾表示:“首先,顧客在使用我們的系統(tǒng)進(jìn)行點(diǎn)餐時(shí)會(huì)覺得過程繁瑣。其次,我們鼓勵(lì)人們定制飲品,但這可能并不是制作飲品的最佳方式。更不必提及,這為我們的合作伙伴在飲品制作上帶來了額外的復(fù)雜性。因此,我們需要進(jìn)行一些整頓,這是我要表達(dá)的意思?!?/p>

首席執(zhí)行官表示,這些調(diào)整將提升飲品的一致性,并有助于避免因高度定制而可能導(dǎo)致的飲品訂單價(jià)格超出預(yù)期,這些定制飲品往往比普通飲品價(jià)格更高。

星巴克的菜單調(diào)整不僅限于飲品,這家咖啡連鎖巨頭的食品選項(xiàng)也將迎來變革。尼科爾表示,為了專注于提供更高質(zhì)量的產(chǎn)品,而非追求種類的多樣性,星巴克將減少部分食品選項(xiàng)。

他說道:“我確實(shí)認(rèn)為,如果我們在食品方面做到少而精,那么我們在該領(lǐng)域的表現(xiàn)將會(huì)更加出色?!?/p>

星巴克的一位發(fā)言人在一份聲明中告訴《財(cái)富》雜志,該咖啡連鎖店正在簡化菜單,以保持其作為咖啡公司的核心定位。

該發(fā)言人表示:“我們將持續(xù)為顧客提供多樣化的選擇。通過集中精力打造更少但更高品質(zhì)的產(chǎn)品,我們相信這將提升產(chǎn)量、質(zhì)量以及服務(wù)的一致性。”

除了對(duì)菜單進(jìn)行調(diào)整外,星巴克計(jì)劃從明年起在其門店重新引入調(diào)味吧臺(tái)(提供牛奶和糖)。在疫情期間,星巴克的眾多門店取消了調(diào)味吧臺(tái)。

為了提升店內(nèi)訂單處理速度,尼科爾希望收銀員能在顧客下單的同時(shí)迅速準(zhǔn)備好一杯基礎(chǔ)的滴漏咖啡,并將其交給顧客。然后,顧客可以拿著咖啡到調(diào)味吧臺(tái),根據(jù)個(gè)人口味添加牛奶和糖。

尼科爾在提及調(diào)味吧臺(tái)時(shí)表示:“顧客們對(duì)此有著明確的需求,而我們的咖啡師也表示這樣做能夠提升服務(wù)效率?!?/p>

尼科爾在9月份離開了Chipotle,并接管了星巴克,他以扭轉(zhuǎn)這家陷入困境的咖啡連鎖店的經(jīng)營狀況為條件,換取了1.13億美元的薪酬和遠(yuǎn)程辦公特權(quán)。然而,他面臨的挑戰(zhàn)不容小覷。

盡管尼科爾制定了雄心勃勃的計(jì)劃,但該公司第四財(cái)季的財(cái)報(bào)收益低于分析師預(yù)期,股價(jià)在上周四下跌不到1%。該公司報(bào)告稱,全球可比同店銷售額下降了7%,北美和美國的銷售額下降了6%%,這是該公司連續(xù)第三個(gè)季度銷售額下降。

尼科爾為了重塑星巴克作為“第三空間”的形象,并營造咖啡館氛圍,計(jì)劃對(duì)食品和飲料進(jìn)行一系列調(diào)整,以此鼓勵(lì)顧客在店內(nèi)停留更長時(shí)間。這位首席執(zhí)行官表示,星巴克將重新聚焦于提升店內(nèi)顧客體驗(yàn)。為此,尼科爾宣布將使用陶瓷杯來盛裝部分店內(nèi)飲品,并讓吧員重新使用銳意馬克筆,以便他們在飲品訂單上添加個(gè)性化標(biāo)簽。

他說道:“我相信有很多簡單的方式能夠更好地傳達(dá)這樣的信息:‘你知道嗎?這是一個(gè)社區(qū)場所,一個(gè)特別的地方,人們可以在這里建立聯(lián)系?!保ㄘ?cái)富中文網(wǎng))

譯者:中慧言-王芳

After three straight quarters of declining same-store sales, Starbucks’ new CEO, Brian Niccol, is making some changes, including cutting down on highly customized drink orders.

Both customers and baristas have complained for years about highly customized drinks and the delays they can cause in getting orders out efficiently. In an effort to meet Niccol’s goal of getting every order in the customer’s hands in four minutes or less, the company wants to simplify customizations.

To make things easier for customers and employees, the company will add “commonsense guardrails” to customizations on its mobile app, Niccol said during Starbucks’ fiscal fourth-quarter earnings call Wednesday. He added that the company’s current mobile custom-ordering system causes headaches for both customers and baristas.

“One, it’s complicated for the customer to get through it. And then, two, we kind of incentivize people to customize drinks that probably aren’t the best way to execute the drink. Not to mention, it creates additional complexity for our partners to execute the drink. So we have some cleanup to do, is the way I would describe it,” Niccol said.

These changes will improve consistency as well as help eliminate price tag surprises for highly customized drink orders that could be more expensive than a regular drink, the CEO said.

Starbucks’ menu changes aren’t just affecting drinks; the coffee chain’s food options are also due for a revamp. Niccol said in order to focus on quality over variety, Starbucks will cut some of its food items.

“I do think we’re going to be much better at food if we do fewer things on the food front in a better quality fashion,” he said.

A spokesperson for Starbucks told Fortune in a statement that the coffee chain was cutting down its menu to align with its core identity as a coffee company.

“We continue to offer customers great choice. By focusing on fewer, better products we expect this to improve throughput, quality, and consistency,” the spokesperson said.

Apart from the menu changes, Starbucks will also bring back condiment bars filled with milk and sugar to its stores beginning next year. The condiment bars were largely eliminated from Starbucks locations following the COVID-19 pandemic.

To get in-store orders out as fast as possible, Niccol wants a simple drip coffee to be ready almost as soon as you order it and handed to you by the cashier. Customers can then take their coffee to the condiment bar to add milk and sugar to their taste.

“Our customers are asking for it, and our baristas are saying it would help them deliver the speed of service that they want to provide,” Niccol said of the condiment bars.

Niccol left Chipotle and took the helm at Starbucks in September, snagging a $113 million paycheck and remote-working privileges in exchange for turning things around at the struggling coffee chain. Yet he has his work cut out for him.

Despite Niccol’s ambitious plans, the company’s shares fell less than 1% Thursday after it missed analyst expectations with its fiscal fourth-quarter earnings. The company reported a 7% decline in global comparable same-store sales and a 6% sales decline in North America and the U.S. It’s the third straight quarter of declining sales for the company.

The changes to food and drinks are part of Niccol’s plan to revive Starbucks’ reputation as a “third place” and foster a “coffeehouse vibe” so people want to stay awhile. The CEO said the company wants to get back to focusing on the in-store customer experience. To do this, Niccol said Starbucks will switch to ceramic mugs for some in-store drinks and give baristas back their Sharpies so they can add custom flair to drink orders.

“I think there’s a lot of just simple things that go a long way of saying, ‘You know what? This is a community place, this is a special place where people are here to connect,’” he said.

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