Starbucks fans starting to see 3 big changes roll out in cafes as CEO brings back old-school refill policy
Coffee lovers noticed three significant changes in cafes as Starbucks executed its “Back to Starbucks” modifications this week.
Under the guidance of new Starbucks CEO Brian Niccol, the adjustments aim to put the coffee company back in “third place.”
When Niccol took over as CEO in September, he made a commitment to reestablish Starbucks as a community gathering and social hub away from the workplace.
“We’ve always offered more than just drinks in our businesses. They’ve served as a meeting place, a community hub where friendships are formed, conversations are started, and a kind barista greets everyone,” he wrote in an open letter.
The CEO went on to say, “Many of our customers still experience this magic every day, but in some places, especially in the US, we aren’t always delivering,” in reference to problems like lengthy wait times, confusing menus, and inconsistent products.
Customers’ perception that a visit to Starbucks had turned into a “transactional” experience was another major issue Niccol pledged to resolve, stating his intention to restore the company to its original status as a “welcoming coffeehouse.”
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Coffee lovers have already witnessed a number of the efforts included in the CEO’s “Back to Starbucks” strategy in action.
After observing some of the strategies being used at California Starbucks, Danilo Gargiulo, an equity research analyst for Bernstein, told Fortune, “I’ve seen with my own eyes how they’re trying to shape it.”
Gargiulo said he was pleasantly delighted to see three of the new modifications in stores in San Diego and Los Angeles.
Non-paying diners were asked to leave, the restrooms required a code, and the analyst was given a porcelain mug for his in-store drink.
According to Gargiulo, one of the baristas instructed a customer seated at a table to either place an order at the counter or vacate. The customer went without objecting after bringing in food from a competitor.
Gargiulo stated, “I was shocked that these three things actually happened to me on the first day of these rollouts.”
The expert went on to say that the new Starbucks regulations have already had some of the desired impact.
“It appears that people are relaxing,” he remarked. Right now, all I can see is a person sipping coffee and eating a slice of banana bread. The store appears to be a little more tranquil.
Gargiulo expressed optimism that it would only take a few months for Starbucks devotees to discover the brand’s transformation when the new initiatives are implemented across the country.
SIX BIG CHANGES
Among the many measures in Niccol’s “Back to Starbucks” agenda is the requirement that baristas handwrite customers’ names on to-go cups.
The handwritten names and sentiments that will take the place of the printed labels are meant to give Starbucks a more unique feel.
Restoring the “for here” rule in the chain is another objective of Niccol’s.
Customers who order drinks here starting on January 27 will be served in a glass, coffee mug, or a clean personal cup that they bring from home.
Prior to Starbucks becoming a rather busy business that prioritized automation and mobile ordering, both of these were standard procedures.
Free refills for the “for here” beverages are another of the new regulations.
Customers can sit and take advantage of complimentary refills of hot and iced brewed tea and coffee for their in-store beverages while they are there.
Starbucks Changes
A number of changes that will affect all coffee shops have been revealed by Starbucks.
These consist of:
- 30% of food and beverage items being cut from the menu
- Self-serve condiment bars brought back
- Free refills of hot or iced brewed coffees
- Dine-in customers will be able to get drinks in ceramic mug
- Open-door policy reversed
- Return of handwritten labels on to-go cups
The restoration of the self-serve condiment station, which featured milk, creamer, and a range of sweeteners, was another eagerly awaited update.
Additionally, the CEO of Starbucks has implemented a new code of behavior that requires patrons to pay in order to use the facilities and linger out in the cafes and patios.
Seven years have passed since the chain implemented its “open-door” policy.
In order to free up tables for paying patrons looking for a quiet setting and a restroom that isn’t always occupied, the policy reversal aims to lessen congestion.
A 30% menu reduction is one of Niccol’s other tactics; he previously described the menu as “overwhelming” and “overly complex.”
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