Starbucks is Going Retro to Make Customers Feel Welcome Again

In a bid to win back customers, Starbucks is reintroducing handwritten names on cups and self-serve stations for cream and sugar. CEO Brian Niccol, who took the helm of the coffee giant in September, announced the initiatives during the company’s recent earnings call. “We’re reintroducing hand-written names and messages to bring back a more personal, coffeehouse feel,” Niccol stated. To support this initiative, Starbucks will reportedly need around 200,000 Sharpies, adding a nostalgic yet practical twist to their ordering process.

The return of self-serve condiment stations, initially removed in 2020, is also underway to streamline baristas’ workflow and cater to customer requests for more control over their orders. Niccol’s approach reflects an effort to address recent disappointing financial results, with Starbucks reporting a 7% drop in same-store sales and an 8% decline in customer transactions last quarter.

Additionally, Starbucks is removing the surcharge for non-dairy milk, including soy, oat, almond, and coconut, starting next week. This price change is anticipated to reduce the cost of orders with milk substitutes by approximately 10%, responding to increased demand for dairy alternatives among customers.

Niccol also announced a reduction in promotional discounts on the mobile app, aiming to solidify Starbucks’ premium branding without frequent discounts. The chain has decided against further price increases for next year but is cutting less popular menu items, such as the Oleato line of olive oil-infused beverages, from its U.S. and Canadian menus.

This series of updates marks a shift in Starbucks’ strategy, focusing on reconnecting with customers through personalized touches while maintaining a streamlined menu and steady pricing.