Starbucks is implementing several changes to revitalize its coffeehouse atmosphere and address recent sales declines. These include the return of condiment bars, handwritten names on cups, and expanded free refills for select drinks. The company also aims to create a more comfortable environment with stricter policies against disruptive behavior.
Starbucks is rolling out a series of changes aimed at reviving its core coffeehouse experience and boosting customer traffic. Starting Monday, several policies will return to Starbucks locations in the United States and Canada, including the reinstatement of condiment bars, free refills on select 'for here' orders, and the return of hand-written names on cups. These changes, driven by CEO Brian Niccol, are part of a broader effort to address the chain's recent sales and traffic declines.
The condiment bars, removed during the height of the COVID-19 pandemic, will allow customers to customize their drinks with milk, sugar, and other toppings. This move recognizes that Starbucks had gone too far in simplifying drink preparation, overwhelming baristas and limiting customer choice. Niccol has stated that both customers and baristas have expressed a desire for this return, emphasizing the importance of faster service and personalized experiences.Hand-written names on cups are also making a comeback, a move intended to inject a more personal touch into the Starbucks experience. Niccol has previously spoken about the need to 'track down' 200,000 Sharpies to facilitate this change. Starbucks is promoting these personal touches in a new TV advertisement, alongside a subtle name update to 'Starbucks Coffee Company'. Other changes include expanding free refills to all paying customers for hot or iced coffee and tea orders served in ceramic mugs or personal cups. Starbucks is also implementing stricter policies regarding panhandling, discrimination, consuming outside alcohol, and vaping. These measures aim to create a more comfortable and welcoming environment for all customers.Investors will be closely watching to see how these changes impact Starbucks' performance when the company releases its next earnings report on Tuesday.
STARBUCKS COFFEE REFILLS CONDIMENT BARS HANDWRITTEN NAMES TURNING AROUND SALES DECLINES
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