Starbucks CEO Says Company Is 'Hitting Pause' on Increasing Prices, Talks Other Changes to Help with Wait Times and More

Brian Niccol took on the role as Starbucks CEO in September

Starbucks' new CEO wants to get "more transparent" about the company's prices.

Speaking with ABC News on Thursday, Dec. 5, Brian Niccol — who joined Starbucks in September after serving as Chipotle CEO for six years — revealed that he doesn't intend to increase Starbucks' prices in the near future.

"We're gonna hit the pause button on any pricing for this fiscal year," Niccol told ABC News chief business correspondent Rebecca Jarvis. "I still think there's an opportunity for us to simplify the pricing architecture."

"I don't love the fact that in our app right now, while you're doing this customization, it doesn't inform you what has happened to the price," he added. "So I want to get more transparent with the pricing."

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Niccol, who has already eliminated the upcharge of non-dairy milk customization during his time at the company, revealed during his conversation with ABC News that he has a few other plans in motion regarding the future of Starbucks. Among them, Starbucks will be doing what Niccol calls "simple things," such as "bringing back the Sharpies" and the "coffee condiment bar."

"You'll see us continue to push toward, how do we make it easier for you to get your coffee, then also simplify the execution for our baristas," he said.

As of "right now," Niccol said Starbucks is also prioritizing transparency and speed in terms of order wait times, by "investing in how do we build the technology so that when a mobile order comes in, we basically give you a time that your drink will be ready."

"Today, we just kind of give you an estimate, 'Hey, it'll be ready in three to five minutes,'" he said. "In the future, what'll happen is we'll be like, 'Rebecca, your drink will be ready at nine,' instead of it just being made, sitting on the counter [and] waiting for people to come."

Niccol is also hopeful for a smaller menu in the future, noting that the company has "a lot of offerings" of which just one or two each are ordered each day. "The way I talk about it is, we're going to do fewer things, but we're going to do fewer things better," he said.

Related: Starbucks’ New Wicked Drinks, Glinda’s Pink Potion and Elphaba’s Cold Brew, Defied Our Expectations

Niccol kicked off his work as chairman and CEO of Starbucks on Sept. 9. Mellody Hobson, Starbucks board chair, said in a news release back in August that he had a "proven track record of driving innovation and growth." Niccol's new role followed Laxman Narasimhan stepping down from his CEO position.

“I am excited to join Starbucks and grateful for the opportunity to help steward this incredible company, alongside hundreds of thousands of devoted partners,” Niccol said at the time. “I have long-admired Starbucks iconic brand, unique culture and commitment to enhancing human connections around the globe."

"As I embark upon this journey, I am energized by the tremendous potential to drive growth and further enhance the Starbucks experience for our customers and partners, while staying true to our mission and values.”

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Last month, Starbucks announced multiple new and returning holiday menu items for 2024 — including the new Cran-Merry Orange Refresher and returning seasonal favorites such as the Peppermint Mocha, Caramel Brulée Latte, Chestnut Praline Latte and Iced Sugar Cookie Almondmilk Latte. The coffee chain also recently revealed two Wicked-inspired drinks (Glinda’s Pink Potion and Elphaba’s Cold Brew) and plenty of themed merchandise timed with the release of the blockbuster.