Name: 星巴克「重返榮耀」計畫奏效！執行長親口曝成功關鍵！ ('Back to Starbucks' Plan Is Working, Says CEO Niccol)
Uploaded: 2026-03-28T15:43:36.000Z
Duration: 11 min 56 s

All right, Brian, congratulations on the recent quarter.

好的，Brian，恭喜你這個季度表現亮眼。

情態副詞

Obviously, investors had been looking for some sort of sense that there would be a return to growth under your leadership in the 13 months that you've been on the job, 1% on a same-store sales basis.

顯然，投資人一直期待在你上任 13 個月以來，能看到 alguna 成長的跡象，同店銷售成長了 1%。

Do you have confidence that the performance that you saw in your fiscal fourth quarter is not only going to be repeatable, but

你對你在財政第四季度看到的表現有信心嗎？它不僅是可重複的，

more importantly, something that you can build on for the current quarter and beyond?

更重要的是，你能在這個季度及未來持續建立基礎嗎？

是的，Romain，很高興來到這裡。

And absolutely, we believe this was a critical moment in our turnaround plan of the Back to Starbucks strategy.

當然，我們相信這是我們轉型計畫「回歸星巴克策略」的關鍵時刻。

It was great to see once we got the Green Apron Service Standard into the business, we saw a lot of really good things happen.

很高興看到當我們將綠圍裙服務標準導入公司後，發生了許多很棒的事情。

Most specifically, our partners were set up with bigger rosters, more hours, and

具體來說，我們的夥伴獲得了更大的名冊、更多的工時，

they were able to give customers better connection, great craft products, which then translated into transaction increases.

他們能夠提供顧客更好的連結、優質的手藝產品，這進而轉化為交易額增長。

As you saw in September, we had positive comps driven by those transaction gains that continued into October.

如你在九月份看到的，我們的同店銷售增長是正向的，這得益於交易額的增長，並延續到十月份。

And we believe we can build from here because we've got a strong operational footing and really excited about what we've got coming for holiday.

而且我們相信可以從這裡繼續發展，因為我們有穩固的營運基礎，對於即將到來的假期，我們真的非常期待。

So we think it was a critical moment in the fourth quarter for the turnaround of the U.S.

所以我們認為這是財政第四季度美國業務轉型的一個關鍵時刻。

And when you think about North America, the thing that's great is Canada had a great quarter as well.

而在北美市場，加拿大這個季度也表現得很棒。

They were low, mid-single digit comp growth driven by transactions as well, and

他們的同店銷售增長是低至中個位數，同樣是由交易額帶動的，

And then when you look around the world, we had terrific successes in many markets, and

然後放眼全球，我們在許多市場都取得了巨大的成功，

most notably, China had its second consecutive quarter of comp growth.

其中最值得注意的是，中國已經連續第二個季度實現同店銷售增長。

So it was a critical moment for us, and we're optimistic about where we go from here.

所以對我們來說，這是一個關鍵時刻，我們對未來的發展感到樂觀。

You've put a lot of emphasis on service, obviously, with the Green Apron Project.

顯然，你們透過綠圍裙計畫，非常重視服務。

What does that look like in terms of staffing, though?

不過，這在人員配置方面看起來怎麼樣？

I mean, you obviously have to hire more people, but

我的意思是，你們顯然得僱更多人，

more importantly, you have to retrain a lot of your existing staff as well.

但更重要的是，你們也得重新訓練很多現有的員工。

How, I guess, receptive have they been to that, and have you faced any challenges?

我想問，他們對此的接受度如何？你們有遇到什麼挑戰嗎？

You know, I got to give our partners a lot of credit.

你知道，我真的要給我們的夥伴很多肯定。

They really have embraced both the Back to Starbucks strategy and the Green Apron Service Standard.

他們真的擁抱了「回歸星巴克策略」和「綠圍裙服務標準」。

And when I'm in stores, what I hear from folks is like, "Thank you.

當我在店裡時，我聽到大家說：「謝謝。

We're getting back to being a great coffeehouse again." Our baristas and partners, they love doing the craft.

我們又變回一家很棒的咖啡館了。」我們的咖啡師和夥伴，他們熱愛製作咖啡。

They love having the moments of connection with our customers, and our customers love it as well.

他們喜歡與顧客建立連結的時刻，顧客也很喜歡。

And so the fact that we've staffed the stores up and we've added more people, we've added more hours, it actually has set them up to be able to do their job, I think, with excellence.

所以，我們為店裡增添了人力，增加了更多人手和工時，這實際上讓他們能夠把工作做得很好，我認為。

And it's always terrific to be able to hire more people.

而且總是很高興能多聘請一些人。

And when you've got great leaders in the stores, they're able to train the new people, I think, really quickly.

當店裡有很棒的領導者時，他們就能夠快速訓練新進的夥伴。

And we've tried to keep this very focused on what we're looking for, right?

我們也試著讓這件事非常專注於我們想要的東西，對吧？

We want a great greeting when people walk in.

我們希望顧客一進門就能得到很棒的問候。

We want a great experience at the handoff.

我們希望在遞交飲品時有很棒的體驗。

We're working on doing these uplifts so then our customers have great seats if they decide to stay.

我們正在進行這些升級，這樣顧客如果決定留下，就能有很棒的座位。

And we've put some technology in behind the scenes to help put order to all those orders coming in, whether it's through the drive-through, mobile order, or in the café.

我們也部署了一些後臺技術，來協助整理所有進來的訂單，無論是透過得來速、行動點餐，還是在咖啡館內點餐。

So we're seeing great responses from our partners, and

所以我們看到夥伴們有很棒的回應，

I couldn't be prouder of the progress they've made in really short order.

而且我對他們在這麼短的時間內取得的進步感到非常驕傲。

We've only been doing this since the middle of August.

我們從八月中才開始做這件事。

And with regards to the actual physical Starbucks locations, I mean, there are a lot of layers to what you're doing here.

還有關於實體星巴克門市的部分，我覺得你們在這裡做了很多層面的努力。

One, obviously, trying to make the interiors a little bit more accommodating and comfortable, but

第一，很明顯地，是試圖讓內部空間更舒適、更自在，但

You're also looking to sort of create more, I guess, lower-cost models for building and operating some of these locations.

你們也在尋找，我猜，建立和營運這些門市的低成本模式。

Are those two in conflict with each other, those strategies?

No, actually, they can work really well together.

不會，其實它們可以相輔相成。

You can have great design, you can have a great seat, you can have a great atmosphere, and

你可以擁有很棒的設計，很棒的座位，很棒的氛圍，

And that's what we're doing here, is we want to make sure all our base costs go into giving the partner the back of house they need to be successful, and

這就是我們正在做的，我們要確保所有的基本成本都投入在提供夥伴們所需的後勤支援，讓他們能成功，而且

then the customer the front of house experience where they love being in our coffeehouses.

讓顧客在我們的咖啡館裡，享受愉快的體驗。

These coffeehouse uplifts, we're able to turn these around in a night or two.

這些咖啡館的升級，我們能在一個晚上或兩個晚上內完成。

We don't have to close the store, and the transformation is meaningful.

我們不需要關閉店面，而且轉變很有意義。

The feedback we're getting from customers is really, really positive, both on the design as well as just the whole atmosphere, the vibe that they're getting.

顧客的回饋非常非常正面，無論是設計還是整體氛圍，他們感受到的氣氛。

And I think the combination of the Green Apron Service with this coffeehouse uplift just really gets people to a different place, and

我認為綠圍裙服務加上咖啡館升級的組合，真的能讓大家進入一個不同的境界，

they believe now they're getting that Starbucks experience that, frankly, you don't get anywhere else.

而且他們現在相信，他們得到了星巴克獨一無二的體驗。

How much will the pace of those uplifts pick up?

I mean, you've only done a few dozen stores, at least in the most recent quarter here.

我的意思是，你們只做了幾十家店，至少在最近這個季度。

I mean, you've got more than 10,000 company-operated locations right here in North America.

我的意思是，你們在北美就有超過一萬家直營門市。

So when do we start to see the other thousands of locations get that uplift?

那我們什麼時候才能看到其他幾千家店也獲得這樣的提升呢？

到目前為止，我們已經完成了大約70家，

we are focused on this fiscal year getting over 1,000 done.

而我們這個財政年度的目標是完成超過1000家。

And the good news is once we get that scale operation going, we build know-how, we will be able to then hopefully accelerate the build schedule accordingly into the out years because we would love to touch all the stores that need it.

好消息是，一旦我們開始大規模營運，累積了know-how，我們就能在未來幾年內加速建置時程，因為我們希望能觸及所有需要升級的門市。

And then the good news is, too, as we build new stores going forward, we're building the new stores with the right design package, the right experience.

另外一個好消息是，未來我們開設新門市時，也會採用正確的設計方案和體驗來打造。

So we have some work to do with our existing coffeehouses, but

所以我們現有的咖啡館還有一些工作要做，

I'm optimistic we will demonstrate that we're able to do this at scale, and

但我很有信心我們能夠大規模地做到這點，

then we'll build on our ability to do thousands of stores going forward.

然後我們將能繼續擴大我們未來完成數千家門市的能力。

You had a restructuring charge in the most recent quarter.

There are still some concerns about whether margins could be under pressure as you go through this transition.

關於在轉型期間利潤是否會面臨壓力，仍然有些疑慮。

What do you tell investors who ask that question?

你會如何回答投資人提出的這個問題？

Yeah, look, I think the margins will follow the top-line success, and

是的，你看，我認為利潤會跟隨營收的成功，

I see no reason why we can't get back to earning what we used to earn even pre-COVID.

而且我認為我們絕對有辦法回到疫情前的水準。

So I'm very optimistic for where we can get to on the bottom line.

所以我對我們的淨利表現非常有信心。

Kind of the way we've talked about it is our future is we're going to have more transactions, a bigger business, and

我們談論未來的模式是，我們將會有更多交易，一個更大的事業，

every transaction is going to be more profitable than it currently is today.

且每筆交易都會比現在更賺錢。

I love the fact that our culture has really adopted this mantra of we're going to be better tomorrow than we were today.

我很喜歡我們的文化真的採納了「我們會比今天更好」這個信念。

And the same thing is true on the bottom line.

而且這對我們的淨利表現同樣適用。

And I'm confident as we continue to put transactions into the business, customers continue to experience the Starbucks experience, they see the tremendous value, it will flow to the bottom line and it'll reward everybody accordingly.

而且我相信，隨著我們持續增加交易量，顧客持續體驗星巴克的感受，他們看到巨大的價值，這將會反映在淨利上，並相對地獎勵大家。

I am curious as to why you didn't feel it was appropriate yesterday with regards to the earnings released in the call to reinstate some sort of guidance.

我很好奇為什麼您昨天在財報電話會議上，沒有覺得現在是恢復某種指引的適當時機。

I know your CFO, Kathy Smith, said you would probably do that in January at an investor day, but

我知道您的CFO Kathy Smith說過，您可能會在一月的投資者日這麼做，但是

We basically believe we want to do it at the investor day so that we can give people a comprehensive look of where we're going, not just for the fiscal year '26, but

我們基本上認為，我們希望在投資者日這麼做，這樣我們就能提供大家一個全面的展望，不只是針對26財政年度，

rather a long-term look on how we're resetting this business up for success.

而是更長遠地看我們如何重塑這個事業以取得成功。

I believe the reason why I'm here, why our leadership team is here, is not about what happens next week or, frankly, next month.

我認為我之所以在這裡，我們領導團隊之所以在這裡，不是為了下週或下個月會發生什麼。

It is about where we are three years from now.

So I'm optimistic about what's going to happen in the short term, but

所以我對短期內會發生的事情感到樂觀，

we want to use this investor day to really give people guidance on where we see this business growing in the future.

但我們希望利用這次的投資者日，讓大家清楚瞭解我們認為這個事業未來的成長方向。

So we'll see everybody in late January, and

I think we've got a great story to share with people, and

我認為我們有一個很棒的故事要跟大家分享，

I want to talk about the coffee and the food.

Obviously, one of the biggest buzz right now around Starbucks is the add-on foam protein.

很明顯，星巴克目前最受關注的，就是這個額外的奶泡蛋白質。

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星巴克「重返榮耀」計畫奏效！執行長親口曝成功關鍵！ ('Back to Starbucks' Plan Is Working, Says CEO Niccol)

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