Starbucks Making Big Changes

Starbucks is taking a step back to its roots with a series of changes aimed at rekindling its identity as the go-to coffeehouse for connection and personalization. Starting Monday, customers visiting U.S. and Canadian Starbucks locations will notice the return of in-store condiment bars, the use of real mugs for “for here” drinks, and a refined focus on the coffeehouse experience that originally made the brand a global phenomenon.

The return of condiment bars is a particularly notable move. These stations allow customers to customize their beverages with creamer, milk, and various sweeteners—a hallmark of Starbucks’ early days when personalization was a key part of its appeal. After the pandemic led to their removal, customers now have the chance to once again add their own finishing touches to their drinks, reinforcing Starbucks’ emphasis on customer choice.

Another major shift is the return of reusable drinkware for dine-in customers. Baristas will now serve “for here” orders in coffee mugs, glasses, or clean personal cups brought from home. This change not only enhances the in-store experience but aligns with Starbucks’ ongoing commitment to sustainability.

Customers can also enjoy free refills of brewed coffee and tea (hot or iced) during their visit, encouraging them to linger and embrace the coffeehouse atmosphere. However, more premium options like cold brew, refreshers, and iced tea lemonades are excluded from the refill policy.

Alongside these operational changes, Starbucks has introduced an updated “Coffeehouse Code of Conduct.” Designed to ensure a safe and welcoming environment, the code prohibits behaviors such as discrimination, violence, panhandling, drug use, and smoking on the premises. This formalized policy reinforces Starbucks’ effort to balance its commitment to inclusivity with creating a positive experience for customers and employees alike.

CEO Brian Niccol, who recently unveiled the “Back to Starbucks” strategy, emphasized the company’s goal of returning to its core identity as a coffeehouse where people gather.

“We need to fundamentally change our strategy to win back customers and return to growth,” Niccol said. He acknowledged that the company’s offerings and operations had become overly complex, detracting from the simplicity and warmth that originally defined Starbucks.

Part of this broader strategy includes trimming the menu to focus on core items and streamlining mobile order pickups to reduce friction for both customers and baristas. Starbucks has also eliminated its controversial surcharge for non-dairy milk alternatives, further enhancing its appeal to a growing base of plant-based customers. And in a nostalgic nod to the past, the chain is even bringing back the use of Sharpie markers for drink customizations—a tactile and personal touch that had been replaced by printed labels in recent years.

These changes signal Starbucks’ intention to revive its reputation as a gathering place, where coffee is more than just a drink—it’s a shared experience. By focusing on sustainability, personalization, and hospitality, Starbucks aims to reconnect with customers who’ve felt alienated by recent shifts in its operations and strategy.

Niccol’s words sum it up best: “We have to get back to what has always set Starbucks apart, a welcoming coffeehouse where people gather and where we serve the finest coffee, handcrafted by our skilled baristas.”

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