Starbucks is making some changes to enhance the customer experience and bring back a retro coffeehouse vibe. The new CEO, Brian Niccol, announced that they will be bringing back hand-written names on cups using Sharpies and self-serve stations with sugar and cream.
Niccol mentioned that they have close to 200,000 Sharpies to track down in order to implement this change. Bringing back these personalized touches is part of the strategy to add a “human touch” and recreate the coffeehouse atmosphere that Starbucks is known for.
In addition to the hand-written names, Starbucks also plans to reintroduce self-serve condiment stations in stores. These stations were removed during the pandemic in 2020, but customers have been asking for their return to help speed up orders.
The company has been facing declining sales and customer visits, prompting the need for these changes under Niccol’s leadership. Starbucks reported a third straight quarter of slumping sales, with global sales dropping by 7% and customer transactions falling by 8%.
To further improve the customer experience, Starbucks will no longer charge extra for adding non-dairy milk options like soy, oat, almond, or coconut milk to drinks. This change will result in customers paying around 10% less for their orders that include non-dairy milk.
In addition to the non-dairy milk surcharge removal, Starbucks is scaling back on promotional offers through its mobile app to encourage customers to pay full price for their coffees and teas. Niccol aims to position Starbucks as a premium brand that focuses on quality rather than discounts.
Despite these changes, Starbucks does not plan to raise prices next year. The company has previously increased prices, leading some customers to seek more affordable options elsewhere.
As part of the menu simplification efforts, Starbucks will be eliminating the lineup of “Oleato” drinks, which were olive oil-infused, from its menus in the US and Canada starting in early November. Niccol believes that reducing the complexity of the menu will help streamline operations and improve the overall customer experience.
Overall, these changes reflect Starbucks’ commitment to adapting to customer preferences and enhancing the overall coffeehouse experience. By focusing on personalized touches, quality ingredients, and a simplified menu, Starbucks aims to win back customers and drive growth in the future.
