By Waylon Cunningham

(Reuters) – Starbucks (NASDAQ:SBUX) new CEO Brian Niccol faces challenges in reassuring investors about the popularity of its coffee shops in the U.S. He must address barista concerns over chronic understaffing, pay, benefits, and difficulties in managing aggressive customers, while also meeting customer demands for consistently good coffee.

Following a 6% decline in fourth-quarter same-store sales, Niccol emphasized the need for support to baristas for providing "exceptional service." In a video statement, he remarked that to succeed, Starbucks must address staffing, remove bottlenecks, and simplify operations for baristas.

Liv Ryan, a Long Island barista and union organizer, urged Niccol to resolve short staffing issues and criticized the lack of guidance provided to deal with rude customers. Parker Davis, another union organizer in San Antonio, expressed hopes for a collective bargaining agreement by the year’s end.

Niccol stated additional details about potential changes would be revealed during the earnings call on Oct. 30. Analysts predict that possible strategies may include increasing labor hours and reducing the frequency of promotions.

As for the coffee, a dedicated customer, Winter, who has visited over 19,000 Starbucks locations worldwide, expressed dissatisfaction with the overroasted coffee. He noted that although he enjoys the Starbucks atmosphere, especially outside of peak hours, he misses the taste of the coffee from 1997, calling current specialty orders overly complex.