Changes at Starbucks may feel like a step back in time.
Starting Monday, several policies are returning to Starbucks locations across the U.S. and Canada. These changes are part of CEO Brian Niccol’s effort to revive sales and customer traffic at the struggling chain.
Condiment bars are making a comeback after disappearing during the Covid-19 pandemic. Baristas will also return to hand-writing customer names on cups with Sharpies. These moves aim to bring back the cozy coffee house vibe that’s faded in recent years.
The reintroduction of milk and sugar stations might seem minor. But it signals something bigger for Starbucks. The company is acknowledging that its baristas have been stretched too thin by the endless customization of drinks.
“Our customers are asking for it, and our baristas are saying it would help them deliver the speed of service they want to provide,” Niccol said during a recent earnings call.
Handwriting names on cups is another key initiative. Niccol joked about the need to “track down” 200,000 Sharpies to make it happen. Starbucks even released a new ad highlighting these personal touches, alongside a subtle rebranding to “Starbucks Coffee Company.”
Free refills on some “for here” orders are also being expanded. Once a loyalty program perk, it’s now available to all paying customers. Refills will be served in ceramic mugs or personal cups and apply to hot or iced coffee and tea.
Starbucks said customers and employees made it clear they value a clean, safe environment with comfortable seating. This feedback prompted the end of its open-door policy.
New rules include bans on panhandling, discrimination, vaping, and outside alcohol consumption. Employees have been trained on these updated policies.
Despite these efforts, Starbucks continues to face challenges. Its stock is up 7% in the past year, but the company has reported three straight quarters of declining sales and fewer customer visits.
Investors are keeping a close eye on the turnaround plan. The next test comes Tuesday, when Starbucks reveals its latest earnings report.