Starbucks CEO Brian Niccol outlines priorities to revive the company's flagging coffee business.

• In an open letter to customers, employees, and stakeholders, Starbucks CEO Brian Niccol outlined four priorities for the U.S. business that he intends to address.
• Starbucks is counting on Niccol to revive its flagging sales, as he successfully did at Chipotle.
• Initially, Niccol intends to concentrate on the U.S. market before expanding to international challenges.

In his first 100 days as CEO, Brian Niccol will prioritize enhancing the U.S. business of the chain before addressing international issues, as stated in an open letter published on Tuesday.

In August, Starbucks appointed Niccol as its new CEO, replacing Laxman Narasimhan, following a series of quarters of declining sales due to a decrease in demand for its drinks, particularly in the U.S. and China.

Monday marked Niccol's first day at Starbucks. He previously served as CEO of Chipotle for six years, where he successfully transformed the company from a struggling burrito chain to a beloved dining and investment destination. Now, he faces the challenge of revitalizing Starbucks.

"Niccol wrote in an open letter to customers, employees, and stakeholders that in certain locations, particularly in the U.S., there are instances where we do not consistently deliver. Customers may find the experience transactional, menus overwhelming, and product inconsistent. The wait may be too long or the handoff too chaotic. These moments present opportunities for us to improve."

Four areas for improvement were highlighted by Niccol: the barista experience, morning service, the cafes, and the company's branding.

In the letter, Niccol stated that this was their plan for the U.S. and where they needed to concentrate their initial efforts.

Starbucks will invest in technology to enhance the barista and customer experience, optimize its supply chain, and upgrade its app and mobile ordering system.

Starbucks' international business, particularly in China, its second-largest market, has been struggling to recover from the pandemic and increased competition. To regain customers, the coffee chain has relied heavily on discounts and promotions.

To capture growth and capitalize on our strengths in the dynamic Chinese market, we need to understand the potential path, as stated by Niccol.

The company aims to address "misconceptions" about its brand in the Middle East, as many U.S. brands, including Starbucks and McDonald's, have faced boycotts due to backlash against U.S. support for Israel's offensive in Gaza.

This story is developing. Please check back for updates.