Sept 10 (Reuters) - Starbucks ( SBUX ) new CEO Brian

Niccol laid out his plan for the first 100 days on Tuesday,

saying he would focus on enhancing customer experience at its

stores in the U.S.

Niccol took over from Laxman Narasimhan on Sept. 9 at a time

when the coffee chain is tackling weak demand in the U.S. and

China.

He said in an open letter that he would focus on the U.S.

initially by improving supply chain and further developing its

app and mobile ordering platform.

"In some places - especially in the U.S. - we aren't always

delivering. It can feel transactional, menus can feel

overwhelming, product is inconsistent, the wait too long or the

handoff too hectic. These moments are opportunities for us to do

better," he wrote.

About its business in China, the former CEO at burrito chain

Chipotle Mexican Grill ( CMG ) said Starbucks ( SBUX ) needed to

understand its path to capture growth.

Niccol said Starbucks ( SBUX ) would work to "dispel misconceptions"

about the brand in the Middle East as Western brands take a hit

from a spontaneous boycott campaign linked to the Gaza war.