New Starbucks chief pledges to end ‘drift’ from its coffee house roots

Laxman Narasimhan ‘worried’ about brand’s concessions to tech giants, says he’ll refocus on ‘core customers’

Starbucks has pledged to return to its coffee house roots as its new chief executive, Laxman Narasimhan, expressed concerns about its over-reliance on technology and automation.

The company announced the appointment of Narasimhan, who is currently head of Reckitt Benckiser, on Thursday and said the former PepsiCo. executive would take over from Howard Schultz as CEO in April next year.

The move marks the end of an era for Starbucks, which has been under Schultz’s leadership for the past four decades. Schultz has overseen the company’s growth from a small coffee chain in Seattle to a global behemoth with more than 33,000 stores in 80 countries.

In a statement, Narasimhan said he was “honored” to be appointed CEO of Starbucks and looked forward to working with the company’s partners (employees) to “build on the company’s rich heritage and continue to innovate and grow the business.”

However, he also expressed concerns about Starbucks’ recent focus on technology and automation, which he said had led to a “drift” from its coffee house roots.

“I’m a little bit worried about the concessions that we have made to the technology giants,” Narasimhan said. “I think we need to refocus on our core customers, who are the people who come to our stores for the coffee and the experience.”

Narasimhan said he planned to “reimagine” the Starbucks experience by investing in its stores and its baristas. He also said he wanted to make Starbucks a “more sustainable” company.

Starbucks has been facing a number of challenges in recent years, including declining sales and increased competition from rivals such as Dunkin’ Donuts and McDonald’s.

The company has also been criticized for its high prices and its reliance on sugary drinks.

Narasimhan’s appointment is seen as a sign that Starbucks is looking to turn around its fortunes. He is a highly respected executive with a proven track record of success.

It remains to be seen whether Narasimhan can deliver on his promises and return Starbucks to its former glory.

But his appointment is a clear indication that the company is serious about addressing its challenges and moving forward.