今年,許多星巴克(Starbucks)員工會發(fā)現(xiàn)他們的年終獎金金額明顯減少。彭博社最早報道稱,經(jīng)過一個慘淡的財年之后,該咖啡連鎖店的總部員工將獲得60%的年終獎金。
年終獎金將在12月發(fā)放,以個人績效和公司業(yè)績?yōu)橐罁?jù)。但高管的獎金高達70%取決于營業(yè)收入和凈收入,約30%的年終獎金基于包容性和多樣性目標(biāo)以及個人績效。其他總部員工的獎金,按照個人績效和業(yè)務(wù)績效各占50%的比例計算。在過去的一年中,星巴克的營業(yè)額停滯不前,增幅不足1%,而營業(yè)收入下降了約8%。雖然一些員工將有資格獲得績效加薪,但高級和執(zhí)行管理層將不會有績效加薪。《財富》雜志證實了彭博社的報道。
在宣布減少發(fā)放獎金之前,星巴克在2023財年修改了高級管理人員的薪酬方案。現(xiàn)在公司70%的獎金獎勵基于財務(wù)業(yè)績發(fā)放,而2022財年這個比例為50%,個人績效的比例從之前的30%降至15%。
至于新任首席執(zhí)行官布萊恩·尼科爾,他的2,300萬美元年度股權(quán)獎勵不受影響。根據(jù)11月19日修訂的聘用書,尼科爾將獲得他在8月份接受這份工作時公司所承諾的數(shù)百萬美元。星巴克董事會修訂了他的協(xié)議,新增了這一條款:“董事會將有權(quán)在2025財年后根據(jù)你的績效上下調(diào)整你的年度股權(quán)獎勵目標(biāo)值。”這明確賦予董事會明年調(diào)整尼科爾年度獎金的自由裁量權(quán),同時保證他在2025財年的2,300萬美元獎勵——正好趕上假期。
與此同時,星巴克一直在艱難地維持其作為繁忙通勤者或遠程辦公者的首選咖啡店的地位,并因謹慎的消費者減少外出喝咖啡而受到影響。在尼科爾自9月?lián)问紫瘓?zhí)行官以來的首次財報電話會議上,公司的季度業(yè)績不及預(yù)期,如美國市場的同店銷售額(指開業(yè)至少一年的門店銷售額)在該季度下降了6%,在整個財年下降了2%,因此公司下調(diào)了業(yè)績指導(dǎo)意見。這是自2020年以來的首次同店銷售額下降。2020年,疫情導(dǎo)致美國同店銷售額下降了9%。
由于大量的附加服務(wù),這家咖啡連鎖店一直被排長隊的顧客、復(fù)雜的自選訂單以及不斷上漲的價格所困擾。前首席執(zhí)行官拉什曼·納拉辛漢在4月指出,清晨的高客流量成為公司的一大障礙,因為顧客對排長隊和可選產(chǎn)品減少感到不滿,有些甚至放棄了訂單。
星巴克的困境最終導(dǎo)致其失去了原有的魅力,不再是一個令人感到溫暖舒適的咖啡館。
尼科爾在擔(dān)任首席執(zhí)行官的第一天在一封公開信中寫道:“我們正在回歸星巴克的本色。我們將重新專注于星巴克一直以來的獨特之處:成為一家熱情的咖啡廳,人們可以在這里聚會,我們?yōu)轭櫩头钌嫌杉妓嚲康目Х葞熓止ぶ谱鞯淖顑?yōu)質(zhì)的咖啡?!?/p>
星巴克復(fù)興
星巴克已經(jīng)在門店實施了文化和后勤方面的改革,以恢復(fù)往日的氛圍。公司在7月份宣布計劃繼續(xù)對技術(shù)和工作系統(tǒng)進行投資,以優(yōu)化飲品生產(chǎn)。這一策略是尼科爾最終目標(biāo)的基石,即減輕咖啡師在高峰時段處理大量飲品的負擔(dān),并更快地將飲品送到顧客手中。
尼科爾認為,星巴克豐富的菜單是實現(xiàn)這一目標(biāo)的絆腳石,他計劃取消復(fù)雜的飲品和一些菜單項目。該咖啡連鎖店正在取消創(chuàng)始人霍華德·舒爾茨去年早些時候推出的橄欖油系列飲品。在疫情期間由于安全問題被取消的調(diào)味品推車也將重新回歸,顧客可以自己在飲品中加牛奶和糖。
尼科爾上個月在接受美國消費者新聞與商業(yè)頻道(CNBC)采訪時表示:“我們必須取得平衡,確保我們既能保護飲品和體驗的完整性,又能繼續(xù)為人們提供他們所追求的體驗?!?/p>
尼科爾提出的連鎖店改革不僅僅是優(yōu)化:他希望星巴克重新成為一個舒適的第三空間,而不僅僅是疲憊的通勤者們短暫停留的地方。星巴克將儲備數(shù)十萬支Sharpies記號筆,以恢復(fù)自2012年以來逐漸消失的傳統(tǒng):由咖啡師在紙杯上寫上顧客的名字。公司還將在門店增加陶瓷杯和舒適的椅子。
尼科爾在10月的財報電話會議上表示:“我認為有很多簡單的事情可以產(chǎn)生重大的意義:‘你知道嗎?這是一個社區(qū)場所,是供人們相互溝通交流的特殊地方’?!保ㄘ敻恢形木W(wǎng))
譯者:劉進龍
審校:汪皓
今年,許多星巴克(Starbucks)員工會發(fā)現(xiàn)他們的年終獎金金額明顯減少。彭博社最早報道稱,經(jīng)過一個慘淡的財年之后,該咖啡連鎖店的總部員工將獲得60%的年終獎金。
年終獎金將在12月發(fā)放,以個人績效和公司業(yè)績?yōu)橐罁?jù)。但高管的獎金高達70%取決于營業(yè)收入和凈收入,約30%的年終獎金基于包容性和多樣性目標(biāo)以及個人績效。其他總部員工的獎金,按照個人績效和業(yè)務(wù)績效各占50%的比例計算。在過去的一年中,星巴克的營業(yè)額停滯不前,增幅不足1%,而營業(yè)收入下降了約8%。雖然一些員工將有資格獲得績效加薪,但高級和執(zhí)行管理層將不會有績效加薪?!敦敻弧冯s志證實了彭博社的報道。
在宣布減少發(fā)放獎金之前,星巴克在2023財年修改了高級管理人員的薪酬方案?,F(xiàn)在公司70%的獎金獎勵基于財務(wù)業(yè)績發(fā)放,而2022財年這個比例為50%,個人績效的比例從之前的30%降至15%。
至于新任首席執(zhí)行官布萊恩·尼科爾,他的2,300萬美元年度股權(quán)獎勵不受影響。根據(jù)11月19日修訂的聘用書,尼科爾將獲得他在8月份接受這份工作時公司所承諾的數(shù)百萬美元。星巴克董事會修訂了他的協(xié)議,新增了這一條款:“董事會將有權(quán)在2025財年后根據(jù)你的績效上下調(diào)整你的年度股權(quán)獎勵目標(biāo)值?!边@明確賦予董事會明年調(diào)整尼科爾年度獎金的自由裁量權(quán),同時保證他在2025財年的2,300萬美元獎勵——正好趕上假期。
與此同時,星巴克一直在艱難地維持其作為繁忙通勤者或遠程辦公者的首選咖啡店的地位,并因謹慎的消費者減少外出喝咖啡而受到影響。在尼科爾自9月?lián)问紫瘓?zhí)行官以來的首次財報電話會議上,公司的季度業(yè)績不及預(yù)期,如美國市場的同店銷售額(指開業(yè)至少一年的門店銷售額)在該季度下降了6%,在整個財年下降了2%,因此公司下調(diào)了業(yè)績指導(dǎo)意見。這是自2020年以來的首次同店銷售額下降。2020年,疫情導(dǎo)致美國同店銷售額下降了9%。
由于大量的附加服務(wù),這家咖啡連鎖店一直被排長隊的顧客、復(fù)雜的自選訂單以及不斷上漲的價格所困擾。前首席執(zhí)行官拉什曼·納拉辛漢在4月指出,清晨的高客流量成為公司的一大障礙,因為顧客對排長隊和可選產(chǎn)品減少感到不滿,有些甚至放棄了訂單。
星巴克的困境最終導(dǎo)致其失去了原有的魅力,不再是一個令人感到溫暖舒適的咖啡館。
尼科爾在擔(dān)任首席執(zhí)行官的第一天在一封公開信中寫道:“我們正在回歸星巴克的本色。我們將重新專注于星巴克一直以來的獨特之處:成為一家熱情的咖啡廳,人們可以在這里聚會,我們?yōu)轭櫩头钌嫌杉妓嚲康目Х葞熓止ぶ谱鞯淖顑?yōu)質(zhì)的咖啡。”
星巴克復(fù)興
星巴克已經(jīng)在門店實施了文化和后勤方面的改革,以恢復(fù)往日的氛圍。公司在7月份宣布計劃繼續(xù)對技術(shù)和工作系統(tǒng)進行投資,以優(yōu)化飲品生產(chǎn)。這一策略是尼科爾最終目標(biāo)的基石,即減輕咖啡師在高峰時段處理大量飲品的負擔(dān),并更快地將飲品送到顧客手中。
尼科爾認為,星巴克豐富的菜單是實現(xiàn)這一目標(biāo)的絆腳石,他計劃取消復(fù)雜的飲品和一些菜單項目。該咖啡連鎖店正在取消創(chuàng)始人霍華德·舒爾茨去年早些時候推出的橄欖油系列飲品。在疫情期間由于安全問題被取消的調(diào)味品推車也將重新回歸,顧客可以自己在飲品中加牛奶和糖。
尼科爾上個月在接受美國消費者新聞與商業(yè)頻道(CNBC)采訪時表示:“我們必須取得平衡,確保我們既能保護飲品和體驗的完整性,又能繼續(xù)為人們提供他們所追求的體驗。”
尼科爾提出的連鎖店改革不僅僅是優(yōu)化:他希望星巴克重新成為一個舒適的第三空間,而不僅僅是疲憊的通勤者們短暫停留的地方。星巴克將儲備數(shù)十萬支Sharpies記號筆,以恢復(fù)自2012年以來逐漸消失的傳統(tǒng):由咖啡師在紙杯上寫上顧客的名字。公司還將在門店增加陶瓷杯和舒適的椅子。
尼科爾在10月的財報電話會議上表示:“我認為有很多簡單的事情可以產(chǎn)生重大的意義:‘你知道嗎?這是一個社區(qū)場所,是供人們相互溝通交流的特殊地方’?!保ㄘ敻恢形木W(wǎng))
譯者:劉進龍
審校:汪皓
Many Starbucks employees will find their annual bonus checks noticeably lighter this year. After a dismal fiscal year, the coffee chain’s corporate workers will receive 60% year-end bonuses, Bloomberg first reported.
The annual payouts, doled out in December, are based on both individual and company performance, but a whopping 70% is dependent on operating income and net revenue for senior executives, and about 30% of annual bonuses are based on inclusion and diversity goals and personal performance. For other corporate employees, the weightings used to calculate bonus payments are split 50-50 between individual and business performance. This past year, Starbucks’ revenue stagnated, growing less than 1%, while operating income faltered about 8%. While some workers will be eligible for merit raises, senior and executive management will not. Fortune confirmed Bloomberg’s report.
The hit to bonuses comes after the company altered its compensation plan for senior executives in fiscal 2023. The company now bases 70% of bonus awards on financial performance, compared to 50% in fiscal 2022, and only 15% on individual performance, compared to 30% previously.
As for new CEO Brian Niccol, his $23 million annual equity award is locked in. According to an amended offer letter dated Nov. 19, Niccol will get the millions he was promised when he accepted the job in August. The Starbucks board amended his agreement to include this new note: “The Board will have the authority to adjust the target value of your annual equity award after FY25, based on your performance.” It explicitly gives the board discretion to adjust Niccol’s annual payout up or down next year, while guaranteeing his $23 million award for fiscal 2025—just in time for the holidays.
Meanwhile, Starbucks has struggled to remain the go-to coffee spot for busy commuters or remote workers and has been hobbled by cautious consumers cutting back on their out-of-the-house caffeine fix. In Niccol’s first earnings call since he became CEO in September, the company cut its guidance after a weaker-than-expected quarter, with same-store sales—referring to sales at stores open at least a year—falling 6% in the U.S. during the quarter, and ultimately dipping 2% over the course of the fiscal year. It’s the first same-store sales loss since it was crushed by the pandemic in 2020 with a 9% drop in the metric in the U.S. over the fiscal year.
The coffee chain has been beleaguered by long lines and complicated custom orders with ballooning price tags, thanks to myriad add-ons. In April, former CEO Laxman Narasimhan identified intense early-morning traffic as a hindrance to the company, as customers grew frustrated with long lines and dwindling product available, some even abandoning their orders.
Starbucks’ woes ultimately culminated in losing its charm as a warm and comfortable place to sip coffee.
“We’re getting back to Starbucks,” Niccol wrote in an open letter on his first day as CEO. “We’re refocusing on what has always set Starbucks apart—a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas.”
Starbucks renaissance
Starbucks has already implemented cultural and logistical changes in stores to return to its vibes of yore. The company announced plans in July to continue investing in technology and work systems to optimize drink production. The strategy is the bedrock of Niccol’s ultimate goal to offload the burden of baristas juggling a rush-hour stream of drinks and get them to customers faster.
Niccol diagnosed Starbucks’ extensive menu as a stumbling block to this goal, and plans to cull elaborate drinks and some menu items. The chain is eliminating the line of olive-oil-based drinks that founder Howard Schultz introduced early last year. Condiment carts, removed during the pandemic over safety concerns, will also return to stores so customers can pour their own milk and sugar into their drinks.
“We have to strike a balance to make sure we protect the integrity of the drink, the integrity of the experience, and give people, still, the experience that they’re after,” Niccol said in a CNBC interview last month.
Niccol’s proposed changes to the chain go beyond optimization: There’s also hope that Starbucks respawns as a cozy third space and not just a quick stop for a frazzled commuter. Starbucks will amass hundreds of thousands of Sharpies to revive the tradition that has waned since 2012 of baristas writing customers’ names on their paper cups. The company will also add ceramic mugs and comfier chairs to its stores.
“I think there’s a lot of just simple things that go a long way of saying, ‘You know what? This is a community place, this is a special place where people are here to connect,’” Niccol said in an October earnings call.