Hot off turnarounds at Yum Brands with Pizza Hut and Taco Bell, which he followed up by modernizing burrito building at Chipotle, Niccol has proven himself to be both a master marketer and operations expert. Which is why, when he announced that his strategy for Starbucks was to revive the third place, even some of Niccol's fans were skeptical he could pull it off.
Located at the main entrance of The MixC in Hangzhou, a landmark retail and lifestyle destination known for its diverse mix of international brands and vibrant atmosphere, the new % Arabica store occupies a prominent, highly visible position. Its placement allows the storefront to catch the natural flow of foot traffic, offering guests a welcoming and accessible entry point as they explore the mall.
