Starbucks released a new mission statement on Thursday that emphasizes the company’s focus on its coffee and the connection with consumers, a key centerpiece of the company’s comeback strategy under new CEO Brian Niccol.
In its new mission, the Seattle-based chain vowed “To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit—one person, one cup and one neighborhood at a time.”
“It’s important to be clear about who we are and the role we play in the world,” Niccol said in a system message published on the company’s website Thursday. “Our name, Starbucks Coffee Company, also captures our role. Coffee reflects our commitment to source, roast and serve the highest-quality coffee, and company captures our role in bringing people together to inspire and nurture the human spirit.”
Starbucks first created its mission statement in 1990 and then updated that mission in 2008. The new one is essentially a combination of the two.
The change this time follows one of the most difficult years in its history, one in which consumers slowed their visits to the chain, leading to steep declines in sales. That highlighted an array of customer frustrations with Starbucks, from the brand’s high prices for its beverages to its extensive menu to the conflict between mobile and in-restaurant orders.
It also led to an overhaul in company management. Starbucks lured Niccol away from Chipotle and gave him the chairman title, deposing CEO Laxman Narasimhan after a year and a half in the job, the shortest CEO tenure in the company’s history.
Niccol has said frequently that he wants the company to focus on the quality of its coffee. But he also wants to see the chain return to its roots as a community gathering spot. The company’s plans, revealed in October, include strategies to improve the comfort and speed of its coffee shops.
Starbucks also plans some menu simplification and has already removed some items from its menu, such as the olive oil line Oleato.
The company also revealed a new “customer promise,” to “serve the world’s finest coffee, with a moment of connection.” That promise emphasizes the service element that many customers believe has been lost with the intense focus on mobile ordering.
Niccol emphasized that the company remains committed to its workers, which Starbucks calls “partners.”
For the company, which has faced an unprecedented unionization campaign at its shops, that promise remains key. Niccol noted that more than 75% of its partners work 20 hours or more per week and are eligible for benefits. And he said the company plans to fill 90% of its retail leadership roles internally.
“Our partner promise remains to bridge to a better future,” Niccol said. “I’m committed to ensuring Starbucks is the best job in retail.”
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