Plans are underway to stop price increases, remove frozen energy drinks and prepare coffee in 4 minutes or less (video)

This is Starbucks CEO Brian Niccol’s 51st day, and he’s knee-deep in solving the biggest problems facing baristas, customers and investors.

High prices, overly complicated menus and speedy service are at the top of his to-do list. Niccol, who spoke to baristas during visits to key markets such as New York, Dallas and Chicago, said the chain had not listened to its customers in recent years.

“It was really clear from both our partners and customers that (there were) things that would make my Starbucks experience better, and honestly, you did too,” Niccol told Yahoo Finance in a phone interview.

The former Chipotle CEO, who took the helm in September, aims to spur sales growth at the 53-year-old company after another quarter of disappointing results. The company’s shares have gained 4% since the beginning of the year, far behind the S&P 500 indexes (Bibliography) 23% advance payment.

Niccol aims for customers to be in and out with a good experience in four minutes or less. “We’re going to be crazy about addressing this issue,” he said Wednesday during a fourth-quarter earnings conference call. It will bring back spice bars to all cafes in 2025, after moving them behind the counter during the pandemic.

Pricing is another area of ​​concern. Starbucks announced it would no longer charge extra for non-dairy milk, which Niccol said was a key concern for customers (though he personally prefers black Americano or regular black coffee).

The chain also plans to suspend price increases due to problems with value perception.

“We are definitely hitting the pause button this year,” Niccol said. “In the long run, you’re probably going to need (a) price increase… Hopefully, inflation will stay under control and more can be achieved from the traditional 1% to maybe 2%.”

Simplifying the menu is another initiative as Starbuck focuses on its core coffee business. It means there is nothing more frozen energy drinkslaunched in June this year.

The drink’s preparation does not mix well with other Starbucks drinks. “We shouldn’t be breaking cans behind the counter,” Niccol explained.

He added that some products weren’t designed for the “four-minute coffee shop experience” or didn’t work for mobile ordering. The Oleato line of olive oil-infused coffees, launched under founder and former CEO Howard Shultz, will also be removed from U.S. menus.

But one recent addition will remain – the pearl boba.

“I think pearls are interesting. There is definitely a trend towards textured drinks or adding texture to drinks,” he said. Starbucks plans to introduce new offerings less frequently and is also evaluating and simplifying its food offerings.

While the company slows store growth, Niccol aims to improve the barista experience and create a career development plan, similar to what did he do at Chipotle (CMG).

“It’s important that we promote from within… it’s important that we get to that 90% of promoting from within,” he said, noting that employee retention leads to successful restaurant operations and a better customer experience.

“What happens is that everyone in our company, whether you start as a barista, you become a store manager… you become a district manager, you can grow with the company,” he said.

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Brooke DiPalma is a senior reporter for Yahoo Finance. Follow her on Twitter at @Brooke DiPalma or email her at [email protected].

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