Four minutes or less. That is how long the Starbucks chief executive officer would like for it to take from order to drink in hand.

The new operating model is called "Green Apron Service," according to WGN. Starbucks CEO Brian Niccol said he believes it needs to become "the world's greatest customer service company again."

Niccol was at a Starbucks in suburban Chicago on Wednesday discussing the initiative, which is attempting to turn around lagging sales.

"It’s centered on putting enough partners on the roster in the stores and then deployed correctly so they can provide that customer connection, that experience, that frankly Starbucks really was founded on," he said.

A couple of weeks ago, Starbucks decided to sunset its mobile order and pickup-only concept in fiscal 2026 followi

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