American coffee chain Starbucks is about to enter a new era, or should we say they’re returning to the old days? CEO Brian Niccol announced a series of sweeping changes that aim to remove the modernized corporate feel from the brand in an attempt to return to the “old” Starbucks.
Starting November 7, Starbucks will eliminate the extra charge for non-dairy milk at company-operated stores across the U.S. and Canada. The change, coinciding with the launch of Starbucks’ holiday menu, responds to customer requests and aligns with CEO Brian Niccol’s “Back to Starbucks” initiative to enhance the customer experience.
The move is part of a broader strategy under Niccol, who aims to streamline operations and improve in-store ambiance. In addition to offering oat, soy, almond, and coconut milk at no extra cost, Starbucks will reintroduce self-serve condiment bars, allowing customers to adjust their drinks without barista assistance. The chain will also simplify its menu, reducing customization options in mobile orders to ease preparation for baristas and improve service consistency.
Niccol’s vision includes reestablishing Starbucks as a “third place” where customers can socialize or work. Updates will bring back ceramic mugs, comfortable seating, and a more welcoming atmosphere in both traditional and pickup-only locations. Niccol’s focus on faster service and a four-minute preparation standard aims to reverse recent U.S. sales declines and reinforce Starbucks’ role as a community hub.
Additionally, Starbucks will allegedly be returning to the old practice of using Sharpie markers to write names and drink type on the cups, a change that aims to bring a personal feel back to the brand.
Starbucks is in the midst of a major growth period, and while stores are popping up faster than ever, Niccol’s aim is to remove the corporatized feel of the brand, allowing customers to find solace in the “old” feel of Starbucks Coffee.
This all sounds great, but can we get the old lids back, too?
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