Brian Niccol wants Starbucks customers to get their cups of coffee in ‘under 30 seconds’

Brian Niccol's dual approach for the future of Starbucks — aiming for quicker service while enhancing the experience as a welcoming community space — is becoming a reality. In a conversation with Good Morning America, the new CEO of the Seattle coffee giant emphasized that while the company plans to reintroduce handwritten names on cups and create additional seating, it will also prioritize reducing wait times.

Niccol envisions Starbucks in five years as having a streamlined mobile ordering system with a specific area for pickups. He explained that when customers enter the store, their interactions with the barista will be efficient, allowing for a quick service. His aspiration is to serve a freshly brewed cup of coffee in under 30 seconds.

Niccol mentioned that his team is currently developing a technological solution aimed at significantly improving the accuracy of wait times for mobile orders.

"Nowadays, we'll often tell you, 'Your order will be ready in about three to five minutes,'” Niccol explained. “But in the future, we’ll be more specific, saying something like, ‘Rebecca, your drink will be ready at nine o'clock,’ rather than just having it prepared and sitting on the counter, waiting for someone to pick it up."

The main objective is to prepare custom drink orders in less than four minutes. However, to achieve this, the company might need to reduce the variety of items on its menu. Niccol mentioned that they plan to focus on offering a smaller selection, but with improved quality.

Starbucks is set to simplify its menu soon, which isn’t surprising. Niccol had mentioned earlier his intention to streamline the overwhelming selection by concentrating on essential drinks that offer better quality and consistency.

In the recent earnings call, Niccol confirmed once again that Starbucks won’t be increasing prices in 2025. He also mentioned that there might be a chance down the line to make pricing simpler and enhance clarity on the mobile app.

In August, Starbucks revealed that Brian Niccol would take over as the new CEO, stepping in for Laxman Narasimhan, who had a tumultuous 17-month period in charge of the coffee company, starting in September.

In Starbucks' most recent earnings announcement, the company experienced a 7% drop in sales at existing locations worldwide. While Niccol remains optimistic about the company's future path, Starbucks has halted its financial forecasts for the year 2025.