Starbucks is revamping its in-store experience as part of CEO Brian Niccol’s efforts to boost customer engagement. Starting Monday, cafes will ask customers if they'd like drinks "for here" or "to go," offering ceramic mugs to those who stay. Baristas will also perfect macchiato art with a precise caramel crosshatch design, and there will be a return of the condiment bar. In-store customers can enjoy free refills of hot or iced coffee, with some restrictions.
These changes come as Niccol tries to recover the brand from its first sales decline since the pandemic. The goal is to make Starbucks a more inviting space, encouraging customers to linger longer and spend more. The move includes a push for a more premium, personalized experience with reusable tableware and handwritten notes on cups.
This strategy marks the first major test of Niccol's vision for the chain, which also includes improved customer service and faster service times.