Before reports began to surface that Starbucks had explored a Chipotle takeover, CEO Brian Niccol was candid with ADWEEK about where the coffee chain still has work to do: its afternoon food selection.
Speaking to ADWEEK on Sept. 17 for its October cover story, Niccol did not discuss Chipotle or any potential acquisitions, but he said Starbucks was working on making its food program “category-defining.”
“We’re pretty darn good in the morning, but we have to be much better in the afternoon,” he said. The chain is trying to build a second sales peak after 2 p.m.,
