Starbucks Embarks on Transformation under "Back to Starbucks" Plan
Starbucks Corporation (SBUX) is implementing significant changes as part of its ongoing "Back to Starbucks" turnaround strategy, led by CEO Brian Niccol.
Key Updates:
* Personalized Service: Baristas will resume writing customers' names on their cups, a tradition that paused during the pandemic.
* Self-Serve Condiments: Condiment bars featuring creamer, milk, and sweeteners will be reintroduced for customer convenience.
* Free Refills with Purchase: Customers ordering coffee or tea "for here" will receive free refills.
* Restroom Usage Requirement: A purchase will now be required to use Starbucks restrooms.
* Code of Conduct: Enhanced code of conduct will address actions such as smoking, vaping, and harassment.
These changes aim to enhance customer experience and improve operational efficiency. Niccol previously emphasized the importance of the condiment bar in enabling customers to customize their coffee.
Despite a 6% decline in fiscal fourth-quarter comparable-store sales in the U.S., Starbucks remains optimistic. The company is expected to report its earnings on Tuesday after market close.
Shares of Starbucks have risen by 10% in 2025 and gained 1% on Monday.