California, United States

The newly appointed boss of Starbucks, Brian Niccol has been slammed by critics after it was revealed that he will commute almost 1,000 miles (approx 1609 kilometres) from his family home in Newport Beach, California, to the firm's headquarters in Seattle on a corporate jet. 

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The critics highlighted the discrepancy between the company's public stance on green issues and the lifestyles of the top executives. 

Niccol will be taking up the role on September 9. Critics have accused the firm of greenwashing its eco-credentials by emphasising environmental initiatives while allowing its incoming CEO to travel by private jet. 

As mentioned in the job offer published online, Niccol will not be required to relocate to Seattle, however, he will instead “commute from your residence to the Company’s headquarters”. He is expected to travel three times a week under the company's flexible working policy. 

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Starbucks will provide company aircraft for "business-related travel" and for "travel" between Newport Beach and Seattle. 

Also read: Starbucks' new CEO to supercommute 1,600 km from California to Seattle for work

However, the world's biggest coffee shop chain said that they would also set up a small remote office in Newport Beach for Niccol to use when working from California. 

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Dan Coatsworth, an investment analyst at AJ Bell, told BBC that using a private jet was not just bad for the environment, but it would also send a bad message to customers and staff and was "ultimately not a practical way to run a $105 billion business with an estimated 400,000 employees".

"A leader needs to be at the heart of a business, not sitting on the beach enjoying the perks of the job," he said.

"The fact Brian Niccol was drafted in to give a new lease of life to Starbucks implies he has a big challenge ahead. This isn’t taking the reins of a business firing on all cylinders; it’s a repair job which means being in the engine room at all times."

Watch | This CEO will be taking a jet to work thrice a week

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One of the X users said, "That's nice... good convenience for top talent! But hope we don't see too many new 'sustainability' and 'environment' related ads from @starbucks? *Wink*,"

Niccol, who had earlier led the Mexican fast food chain Chipotle since 2018, will be replacing Laxman Narasimhan as its chief executive. 

(With inputs from agencies)