7 hours Ago By Maya Lanzone
AS Starbucks implemented its "Back to Starbucks" changes this week, coffee fanatics began to see three major changes in cafes. The changes, under the instruction of new Starbucks CEO Brian Niccol, are intended to reestablish the coffee chain as a "third place." When Niccol stepped into the role of CEO back in September, he vowed to restore Starbucks as a place away from work and home for communities to gather and hang out.
"Our stores have always been more than a place to get a drink. They’ve been a gathering space, a community center where conversations are sparked, friendships form, and everyone is greeted by a welcoming barista," he shared in an open letter . "Many of our customers still experience this magic every day, but in some places — especially in the US — we aren’t always delivering," continued the CEO, addressing issues such as overwhelming menus, inconsistent products, and long wait times.
Another core problem Niccol promised to address was customers' feeling that a trip to Starbucks had become "transactional," sharing his goal to bring the chain back to its roots as a "welcoming coffeehouse." Read More on Starbucks The CEO's "Back to Starbucks" plan encompasses many initiatives, several of which coffee fans have already seen in action. “I’ve seen with my own eyes how they’re trying to shape it,” Danilo Gargiulo, an equity research analyst for Bernstein, told Fortune after spotting some of the tactics in effect at California Starbucks locations.
At stores in Los Angeles and San Diego, Gargiulo said he was pleasantly surprised to spot three of the new changes. The analyst was served his in-store beverage in a ceramic mug, the restrooms required a code, and non-paying diners were asked to leave. Most read in Money “One of the baristas told a person that was sitting at a table to either order at the counter or leave,” said Gargiulo.
The patron, who brought in food from a rival, left without protest. “I was surprised that these three things happened to me, literally to me, on day one of these rollouts,” Gargiulo said. The analyst added that the new Starbucks rules had already achieved somewhat of the effect that the chain was going for.
“It does look like people are chilling out,” he said. “I’m just looking at a person right now, having her piece of banana bread while drinking a coffee. The store looks a little bit more relaxing.
” As the new initiatives roll out nationwide, Gargiulo shared that he was optimistic that it would just take a few months for Starbucks fans to find that the brand had transformed. SIX BIG CHANGES Niccol's "Back to Starbucks" plan includes several initiatives, such as the expectation for baristas to handwrite patrons' names on to-go cups . The hand scribbled names and messages, set to replace the printed labels, are intended to bring a personalized touch to Starbucks.
Another of Niccol's goals is to bring back the chain's "for here" rule. Beginning January 27, customers who order a drink “for here” will be served in a coffee mug, glass, or clean personal cup brought from home. Both of these were common practice before Starbucks became a rather hectic retailer that emphasized mobile orders and automation.
Another of the new policies is free refills for the "for here" beverages. During customers' visits, they can sit and enjoy free refills of hot and iced brewed coffee and tea for their in-store drinks. Starbucks has announced a series of updates that will impact all coffeehouses.
These include: 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 Another highly anticipated change was the return of the self-serve condiment bar , including creamer, milk, and a variety of sweeteners. The Starbucks CEO has also rolled out a new code of conduct , requiring fans to make a purchase to use the restrooms and hang out in the cafes and patios. This comes seven years after the chain instituted its open-door rule.
The policy reversal is intended to reduce crowds, freeing up tables for paying customers seeking a calm environment and a bathroom not constantly occupied. One of the other strategies Niccol is implementing is a 30% reduction of the menu , which he previously cited as "overwhelming" and "overly complex." Read More on The US Sun Meanwhile, Subway fans are blasting the return of a "tasteless" Oreo-inspired footlong – after SVF promises customers "maximum flavor.
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