CEO Brian Niccol said the overarching goal of his ‘Back to Starbuck’s’ program was to return the troubled chain to it’s original image, as a welcoming community hangout. It’s been a rough road, so far. But now, the chain is serving up a little (reusable) cup of cheer!
Starbuck’s will return to reuable’crockery’ cups and glasses ‘for-here’ beverage orders…
His plan to entice former (discouraged) Starbucks fans back into the fold fallen short or has been thwarted in some respects. But Brian Niccol’s plan to revitalize the troubled chain has scored some (small) victories…
Early setbacks…
… Have included an embarrassing move by the former regime to remove the coveted comfy arms chairs from Starbuck’s ‘dining’ spaces as part of a plan to strealine service and optimize itself for take-out traffic. Niccol came out soon afterward calling for a return to the chain’s original identity – and decor – as a community hang-out; a neutral ‘third place’ between home and office.
Just recently, the chain decreed the rollback of a longstanding policy, requiring hangers-out to buy something to earn the privilege.
oves like those are not only totally contrary to Niccol’s stated goals. They’re manifestly embar-rassing for the NEW CEO – who has a reputation for turning around companies that have ‘lost their way’. And not being questioned or challenged.
More like it…
But a new policy change just handed down sounds ore like what Niccol has been advocating. It’s a return to an old coffee shop tradition of serving ‘for here’ beverages in reusable, crockery cups and glasses. And allowing customers to bring in their own reusable containers from home (as long as they’re reasonably clean).
In a related move, Starbuck’s will reinstate an older policy allowing fans free refills of regular coffee or tea – if the original order was served in, “for-here ware or a clean reusable cup.” The policy it replaces offered free refills only to customers who were enrolled in the Starbuck’s Rewards loyalty plan.
These developments echo an earlier one, under which Starbuck’s will now no longer charge custom-ers for non-dairy, alternative milks.
My take…
Meanwhile… Starbuck’s fans are eagerly awaiting the new, streamlined menus Niccol has promised, along with other major changes designed to return the brand to its beloved roots. It appears 2025 will be a big year for the chain.
And the further changes that will no doubt ensue – no matter how small – will be looked upon by other fast food/coffee-niche brands as models for what their industry as whole is likely to be adopting going forward…
~ Maggie J.