{"id":15733,"date":"2024-10-22T16:00:00","date_gmt":"2024-10-22T20:00:00","guid":{"rendered":"https:\/\/stories.starbucks.ca\/fr\/?post_type=press&#038;p=15617"},"modified":"2025-01-27T22:04:50","modified_gmt":"2025-01-28T03:04:50","slug":"message-video-de-brian-la-voie-a-suivre","status":"publish","type":"press","link":"https:\/\/stories.starbucks.ca\/fr\/press\/2024\/message-video-de-brian-la-voie-a-suivre\/","title":{"rendered":"Message vid\u00e9o de Brian : la voie \u00e0 suivre"},"content":{"rendered":"<div class=\"sbx-page-header-featured alignfull has-large-flow-space requires-no-top-page-spacing\">\n\t<div class=\"sbx-page-header-featured__inner\">\n\t\t<div class=\"sbx-page-header-featured__content\">\n\t\t\t\n\t\t\t<h1\t\t\t\tclass=\"sbx-page-header-featured__title is-style-display-sm\"\n\t\t\t\titemprop=\"headline\"\n\t\t\t>\n\t\t\t\tMessage vid\u00e9o de Brian : la voie \u00e0 suivre\t\t\t<\/h1>\n\n\t\t\t\t\t\t\t<div class=\"sbx-page-header-featured__excerpt\" itemprop=\"abstract\">\n\t\t\t\t\t<p>Sharing a video from Starbucks chairman and ceo, Brian Niccol, following the company\u2019s release of preliminary financial results for its fiscal fourth quarter and full fiscal year ending September 29, 2024.<\/p>\n\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t\t\t<div class=\"sbx-page-header-featured__bottom-meta\">\n\t\t\t\t\t<div class=\"sbux-meta\">\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"sbux-meta__item\">\n\t\t\t\t\t\t\t\t<time\n\t\t\t\t\t\t\t\t\titemprop=\"datePublished\"\n\t\t\t\t\t\t\t\t\tdatetime=\"2024-10-22T16:00:00-04:00\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\toctobre 22, 2024\t\t\t\t\t\t\t\t<\/time>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\t\t<!-- endif -->\n\t<\/div>\n<\/div>\n<ul class=\"sbux-share-post alignleft\">\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" 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1.03.02 1.3.05V3.28c-.5-.14-1.74-.28-2.45-.28C10.93 3 9.2 4.78 9.2 8.6v1.48H6.87v3.44H9.2Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Partager sur Facebook<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/a>\n\t\t<\/li>\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" href=\"https:\/\/www.threads.net\/intent\/post?text=Sharing a video from Starbucks chairman and ceo, Brian Niccol, following the company\u2019s release of preliminary financial results for its fiscal fourth quarter and full fiscal year ending September 29, 2024.&amp;url=https:\/\/stories.starbucks.ca\/fr\/press\/2024\/message-video-de-brian-la-voie-a-suivre\/\">\n\t<span class=\"sbux-icon-button__circle\">\n\t\t<span class=\"sbux-icon-button__icon-container\">\n\t\t\t<span 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1-1.28-2.23c-.1-1.8 1.33-3.1 3.56-3.24.8-.04 1.54 0 2.22.1-.09-.55-.27-.99-.54-1.31-.38-.44-.96-.66-1.74-.67h-.02c-.62 0-1.46.17-2 .99l-1.29-.89a3.8 3.8 0 0 1 3.3-1.69h.02c2.35.02 3.75 1.48 3.89 4.04Zm-5.85 2.58c.05.94 1.06 1.38 2.04 1.32.96-.05 2.05-.43 2.24-2.74a7.62 7.62 0 0 0-2.17-.15c-1.61.09-2.15.87-2.1 1.56h-.01Z\"\n\t\tfill=\"currentColor\"\n\t\/>\n<\/svg>\n\t\t\t<\/span>\n\t\t<\/span>\n\t<\/span>\n\t<span class=\"sbux-icon-button__label visually-hidden\">Partager sur Threads<\/span>\n\t<span class=\"sbux-icon-button__backdrop\"><\/span>\n<\/a>\n\t\t<\/li>\n\t\n\t\t\t<li class=\"sbux-share-post__item\">\n\t\t\t<a\tclass=\"sbux-icon-button sbux-site-header__action\"\n\ttarget=\"_blank\" href=\"https:\/\/www.linkedin.com\/shareArticle?mini=true&amp;summary=Sharing a video from Starbucks chairman and ceo, Brian Niccol, following the company\u2019s release of preliminary financial results for its fiscal fourth quarter and full fiscal year ending September 29, 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2024\t\t<\/time>\n\t<\/li>\n\t<\/ul>\n<body><p class=\"has-text-align-center wp-block-paragraph\"><strong><em><br>Voici un message vid\u00e9o de la part de Brian Niccol,<br>pr\u00e9sident du conseil d\u2019administration et chef de la direction de Starbucks, faisant suite \u00e0 la publication des r\u00e9sultats financiers pr\u00e9liminaires de l&rsquo;entreprise pour le quatri\u00e8me trimestre et pour l&rsquo;ensemble de l&rsquo;exercice financier se terminant le 29 septembre 2024.<br><\/em><\/strong><br><\/p>\n<\/body>\n\n\n<figure class=\"wp-block-embed alignfull is-type-video is-provider-wistia-inc wp-block-embed-wistia-inc\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"FR CANADA 1022 Brian Video\" src=\"https:\/\/fast.wistia.net\/embed\/iframe\/xy4wo3cdh8?dnt=1\" allow=\"autoplay; fullscreen\" allowtransparency=\"true\" frameborder=\"0\" scrolling=\"no\" class=\"wistia_embed\" name=\"wistia_embed\" msallowfullscreen width=\"500\" height=\"281\"><\/iframe><script src=\"https:\/\/fast.wistia.net\/assets\/external\/E-v1.js\" async><\/script>\n<\/div><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<details class=\"wp-block-details is-layout-flow wp-block-details-is-layout-flow\"><summary><strong><em>&nbsp;<\/em><\/strong>Transcription compl\u00e8te<\/summary><body><p class=\"has-text-align-center wp-block-paragraph\"><strong>Publication anticip\u00e9e : Remarques pr\u00e9liminaires<br>du pr\u00e9sident et chef de la direction de Starbucks\u00a0<\/strong><\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">Comme vous le savez, le mois dernier, je me suis engag\u00e9 \u00e0 ce que Starbucks renoue avec ses origines.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Concentrons-nous sur ce qui a toujours d\u00e9marqu\u00e9 Starbucks\u202f: un caf\u00e9 accueillant o\u00f9 l\u2019on se rassemble et o\u00f9 l\u2019on sert le meilleur caf\u00e9, pr\u00e9par\u00e9 \u00e0 la main par nos baristas talentueux.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Voil\u00e0 notre identit\u00e9 depuis toujours, qui explique pourquoi des millions de gens dans le monde vont chez Starbucks chaque jour.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Les gens aiment Starbucks, mais on nous a dit qu\u2019on a d\u00e9vi\u00e9 de notre raison d&rsquo;\u00eatre, que notre relation est plus difficile et qu\u2019on a cess\u00e9 de communiquer avec ces gens.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Par cons\u00e9quent, on vient chez Starbucks moins souvent\u202f: les r\u00e9sultats d\u2019aujourd\u2019hui le confirment.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Pour renouer avec notre client\u00e8le et la croissance, on doit op\u00e9rer un changement fondamental.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Voil\u00e0 qui a men\u00e9 \u00e0 notre strat\u00e9gie : Redevenir Starbucks.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Je pense qu&rsquo;il est tout \u00e0 fait faisable de r\u00e9gler ces probl\u00e8mes et nous pouvons compter sur d\u2019importantes forces sur lesquelles s\u2019appuyer.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>J\u2019ai pass\u00e9 ma carri\u00e8re \u00e0 comprendre, g\u00e9rer et b\u00e2tir des marques. Il est clair que celle de Starbucks est forte et durable.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Si on reste fid\u00e8les \u00e0 notre identit\u00e9 de base et si on privil\u00e9gie une exp\u00e9rience partenaire et client\u00e8le hors pair, la fid\u00e9lisation est au rendez-vous.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Depuis que j\u2019occupe ce poste, je cherche \u00e0 mieux comprendre notre entreprise.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>J\u2019ai pass\u00e9 beaucoup de temps \u00e0 sonder nos partenaires et notre client\u00e8le.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>J\u2019ai \u00e9galement rencontr\u00e9 des \u00e9quipes du centre de soutien.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>J\u2019ai d\u00e9j\u00e0 appris certaines choses afin de stabiliser l\u2019entreprise \u00e0 court terme et fa\u00e7onner notre strat\u00e9gie.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Notre plan est clair et on se met \u00e0 l\u2019\u0153uvre rapidement.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Peu importe les d\u00e9fis li\u00e9s \u00e0 la client\u00e8le, on sait qu\u2019on doit faire de son mieux chaque fois qu\u2019on la sert.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Je vous en dirai plus et r\u00e9pondrai \u00e0 vos questions la semaine prochaine lors de l&rsquo;appel sur les r\u00e9sultats financiers.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Mais parlons aujourd\u2019hui des constats et priorit\u00e9s de Starbucks.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Le caf\u00e9 passe avant tout.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Personne n\u2019\u00e9gale notre expertise.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Notre lien profond avec nos caf\u00e9iculteurs et torr\u00e9facteurs qualifi\u00e9s, le mat\u00e9riel perfectionn\u00e9 utilis\u00e9 dans nos caf\u00e9s et les comp\u00e9tences de nos baristas sont sans \u00e9gaux.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u00a0<br>Chacun trouve son compte chez nous\u202f:\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>caf\u00e9 fra\u00eechement infus\u00e9 par nos appareils Clover Vertica, espresso haut de gamme pour tout, des Americanos aux caf\u00e9s Flat White;\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>caf\u00e9s froids revisit\u00e9s, nouveaux caf\u00e9s glac\u00e9s et le populaire espresso glac\u00e9 secou\u00e9.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Par le d\u00e9veloppement de produits, le marketing et l\u2019exp\u00e9rience en magasin, rappelons \u00e0 tout le monde qu\u2019on est toujours la Starbucks Coffee Company.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u00a0<br>Starbucks s\u2019est toujours souci\u00e9e de ses partenaires au tablier vert.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Ce sont eux qui sont au premier plan de tout ce que nous faisons.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u00a0<br>On doit s\u2019assurer que nos baristas ont le temps et les outils pour offrir un service \u00e0 la client\u00e8le exceptionnel et b\u00e9n\u00e9ficier du soutien des leaders dans chaque caf\u00e9.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Chez Starbucks, on doit mieux soutenir nos \u00e9quipes en magasin, r\u00e9pondre plus rapidement \u00e0 leurs demandes et leur offrir le n\u00e9cessaire.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Nos partenaires au tablier vert veulent offrir un service \u00e0 la client\u00e8le hors pair. Comme leaders, on doit leur permettre d\u2019y parvenir.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Comme toujours, on fera de Starbucks le meilleur employeur dans le secteur de la vente au d\u00e9tail, en offrant \u00e0 nos baristas une carri\u00e8re florissante et d\u2019excellents avantages, comme la possibilit\u00e9 de compl\u00e9ter un dipl\u00f4me universitaire de 4\u202fans pour nos partenaires am\u00e9ricains.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u00a0<br>On doit toujours offrir un excellent service \u00e0 la client\u00e8le, surtout pendant la p\u00e9riode de pointe du matin.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">\u00a0<br>Tout notre travail sera ax\u00e9 sur l\u2019offre d\u2019une boisson maison de haute qualit\u00e9, pr\u00e9par\u00e9e rapidement, mais avec soin, et remise directement des mains de nos baristas.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\">C\u2019est le moment de v\u00e9rit\u00e9.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Cet esprit motivera chaque d\u00e9cision qu\u2019on prendra.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Pour r\u00e9ussir, on doit veiller aux effectifs dans nos caf\u00e9s, \u00e9liminer les engorgements et simplifier les choses pour nos baristas.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On doit am\u00e9liorer les commandes et paiements mobiles pour all\u00e9ger l\u2019exp\u00e9rience dans les caf\u00e9s.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On sait comment apporter ces am\u00e9liorations qui, en fin de compte, feront revenir la client\u00e8le plus souvent.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On doit r\u00e9tablir notre image de caf\u00e9 de quartier.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Starbucks a toujours \u00e9t\u00e9 un lieu de rassemblement.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On reverra l&rsquo;am\u00e9nagement de nos caf\u00e9s pour nous assurer qu&rsquo;ils refl\u00e8tent ce qui caract\u00e9rise ce type d\u2019\u00e9tablissement.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>M\u00eame si la client\u00e8le ne reste pas toujours sur place, on sait qu\u2019elle s\u2019attend \u00e0 ce que nos caf\u00e9s offrent l\u2019exp\u00e9rience des caf\u00e9s de quartier dont elle se souvient.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On doit pr\u00e9senter \u00e0 nouveau Starbucks au monde entier.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On revoit fondamentalement notre marketing.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On a accord\u00e9 la priorit\u00e9 \u00e0 la client\u00e8le R\u00e9compenses Starbucks au lieu de nous adresser \u00e0 toute la client\u00e8le, et ce changement sera appliqu\u00e9 rapidement.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Vous l\u2019avez probablement d\u00e9j\u00e0 vu, on priorise notre marque, en mettant en valeur les produits maison courus par la client\u00e8le et les innovations en mati\u00e8re de caf\u00e9 qui distinguent Starbucks.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>On simplifie notre menu, on revoit nos prix et on veille \u00e0 ce que la client\u00e8le sente que Starbucks en vaut la peine \u00e0 chaque visite.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Ce faisant, on s\u2019engage \u00e0 innover avec discipline et prioriser les investissements qui am\u00e9lioreront l\u2019exp\u00e9rience de nos partenaires et de notre client\u00e8le.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Je le rappelle, mon objectif \u00e0 court terme est ax\u00e9 sur le march\u00e9 des \u00c9tats-Unis.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Il s&rsquo;agit de notre plus important march\u00e9 et on doit y renouer avec la croissance, mais on a \u00e9galement d\u2019importantes occasions d\u2019affaires ailleurs.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Notre \u00e9quipe veille \u00e0 revitaliser la croissance de Starbucks Chine et redonner l\u2019\u00e9lan \u00e0 nos affaires internationales.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Ma carri\u00e8re durant, j\u2019ai appris et appliqu\u00e9 de formidables le\u00e7ons.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>En restant fid\u00e8le \u00e0 son identit\u00e9 de base, en se souciant de la client\u00e8le et des \u00e9quipes, en simplifiant les activit\u00e9s, en offrant toujours des exp\u00e9riences et produits in\u00e9gal\u00e9s et en faisant bien passer son message, on aura du succ\u00e8s.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Nous avons beaucoup de travail devant nous, mais je suis certain que Starbucks y parviendra.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Selon moi, si Starbucks renoue avec ses origines en privil\u00e9giant le caf\u00e9 et la client\u00e8le, outre un chaleureux accueil assur\u00e9 par nos partenaires au tablier vert; on rappellera aux gens pourquoi ils nous aiment, on les verra plus souvent et on r\u00e9tablira la forte croissance de l\u2019entreprise.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Notre plan c&rsquo;est de Redevenir Starbucks, et on vous tiendra au courant de nos progr\u00e8s.\u00a0<\/p>\n<\/body>\n\n<body><p class=\"wp-block-paragraph\"><br>Merci de votre \u00e9coute. Je vous ferai part des progr\u00e8s r\u00e9alis\u00e9s.\u00a0<\/p>\n<\/body><\/details>\n","protected":false},"excerpt":{"rendered":"<p>Sharing a video from Starbucks chairman and ceo, Brian Niccol, following the company\u2019s release of preliminary financial results for its fiscal fourth quarter and full fiscal year ending September 29, 2024.<\/p>\n","protected":false},"author":0,"featured_media":0,"template":"","meta":{"ep_exclude_from_search":false,"sbux_color_theme":"default","sbux_typography_theme":"default","byline":"","sbux_is_featured":false,"featured_image_focal_point_x":0,"featured_image_focal_point_y":0,"hide_related_posts":true,"downloadable_assets":[],"footnotes":""},"categories":[],"press_type":[1869],"class_list":["post-15733","press","type-press","status-publish","hentry","press_type-annonces-et-vues"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Video Message from Brian: The 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