Significant Changes at Starbucks Ahead: All Out Effort to Win Back Customers

Customers walking into Starbucks in the U.S. and Canada will see new ways to customize their coffee and enjoy their time in the café. The company is making adjustments that may be part of a larger plan to keep loyal fans coming back.

Key Facts:

  • Starbucks is bringing back condiment bars for customers to add cream, milk, and sweeteners themselves.
  • Drinks ordered “for here” will be served in mugs or glasses, or in a clean personal cup from home.
  • Dine-in customers can get free refills on hot or iced brewed coffee and tea during their visit.
  • A new Coffeehouse Code of Conduct now outlines acceptable behavior, including prohibiting violence and discrimination.
  • CEO Brian Niccol said the company aims to reduce menu complexity and bring back practices like baristas using Sharpie markers.

The Rest of The Story:

Starting Monday, Starbucks stores across the U.S. and Canada will reintroduce a more traditional café experience.

The condiment bars, once a staple in many Starbucks locations, are returning so customers can add final touches to their beverages.

Free refills on hot or iced coffee and tea are also now available during the same store visit, though this does not include cold brew, nitro cold brew, or other specialty drinks.

Starbucks has issued an updated Coffeehouse Code of Conduct. According to the company, this code is meant to clarify that dining areas, patios, and restrooms are reserved for paying customers and staff.

It also prevents certain activities like using drugs or smoking on the premises.

In late October, Niccol shared that Starbucks would revert to its roots as a coffeehouse by rolling back some menu items and focusing on drinks baristas can craft more efficiently.

He also said Starbucks ended extra fees for non-dairy milk in the U.S. and Canada to appeal to more health-conscious and eco-friendly consumers.

“It is clear we need to fundamentally change our strategy to win back customers and return to growth,” Niccol said.

“We have to get back to what has always set Starbucks apart, a welcoming coffee house where people gather and where we serve the finest coffee, handcrafted by our skilled baristas.”

Commentary:

These changes suggest Starbucks is shifting back to a simpler, more personalized café atmosphere to attract and keep customers.

Offering refills and letting people help themselves to cream and sugar is a nod to traditional coffee-shop appeal, while dropping charges for non-dairy milk seeks to remove another barrier.

Whether these moves will be enough to retain longtime fans is still open to debate.

Some coffee lovers might prefer smaller, local shops that stay away from social or economic issues. Others may choose to brew their own coffee at home instead of buying pricey drinks.

The Bottom Line:

Starbucks is reviving old practices and rolling out new perks to recapture its cozy café vibe. Time will tell if these changes inspire customers to stick with the coffee giant or explore other options.

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