Starbucks CEO Promises Four-Minute Coffee in Sales Turnaround

Starbucks Corp.’s new Chief Executive Officer Brian Niccol, addressing investors for the first time since taking the company’s helm, laid out his vision of strategic changes to reboot the struggling coffee chain — from reining in drink customization to revising the staffing model.

Niccol said Starbucks needs to focus on coffee, first and foremost, while improving service times. He set a goal of getting drinks to in-store customers in four minutes or less and ensuring online orders are filled on time. Starbucks will also trim its food and beverage menu, and Niccol vowed a more disciplined approach to ...