Starbucks has a new boss and an image problem at the same time. It’s all about commuting

Starbucks has a new boss and an image problem at the same time. It's all about commuting

The popular coffee chain Starbucks has a new boss. Brian Niccol started in the worst possible way, however, and now he has to defend himself against attacks from outraged Internet users.

Formally, the new CEO of Starbucks is not set to take over until September 9. However, he is already having to deal with a wave of negative comments online. After his name was announced, it quickly turned out that he lives 1,600 kilometers from the company’s headquarters in Seattle. Journalists revealed that he travels to work on the company jet.

Starbucks’ new boss under fire

The criticism is even greater because the company publicly declares the need to counteract the climate catastrophe. Social media has been swarming with accusations of hypocrisy and double standards presented by the company’s management. Internet users were not satisfied with the information that Starbucks is to open a smaller branch of its office in Newport Beach, where Niccol, who lives in California, will be able to appear.

It was also noted that the American Starbucks has a hybrid work model. This means at least 3 days of presence in the office and 2 remotely. As the BBC portal dealing with the topic writes, it has not been confirmed whether the same rules will be applied to the CEO, or whether his office in California will meet the above requirements.

Niccol joins Starbucks with a reputation for being an exceptionally efficient manager. Since 2018, he has led the Mexican Chipotle chain. He not only increased sales in these fast food restaurants, but also opened a thousand new locations and increased automation of food preparation. He also efficiently dealt with a high-profile crisis, consisting of a series of food poisonings among customers. Under his leadership, the value of Chipotle shares jumped from $ 7 to as much as $ 50 per share.

The richest are incomparably more burdensome for the climate

Climate activists have been paying special attention to the issue of private jet flights in recent years. This is part of the criticism leveled at millionaires, accused of failing to act to protect the planet. In 2021, the United Nations calculated that the richest 1% of the population was responsible for producing twice as much carbon dioxide as the poorest 50% of the Earth’s inhabitants.

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