Starbucks CEO says turnaround now focuses on cafe makeovers and customer experience

Starbucks CEO Brian Niccol said the next phase of the company’s turnaround is centered on renovating cafes and improving service as sales continue to recover. Speaking on CNBC’s Squawk Box on Thursday, Niccol said Starbucks has been working to bring the chain back to its core identity through its “Back to Starbucks” strategy, which aims to improve the experience for both customers and baristas. Niccol said more than 1,000 cafe renovations have been completed in the past nine months, with more planned for next year. The changes include added seating and softer lighting, with the goal of making stores feel more welcoming. The company has also expanded its “Green Apron Service” training program for baristas, as it looks to deliver stronger customer interactions. Starbucks said the strategy is helping results, with samestore sales rising 7.9% in the fiscal third quarter, driven by the U.S. market.