Business

Starbucks Redefined: The New Era of Coffee

By Sadie Kolodner

Nation's Restaurant News

Turning over a new leaf, Starbucks CEO Brian Niccol announced his plan to revitalize the brand as a way to win back its loyal customers. 

Starbucks, the coffee chain with over 30,000 coffee stores in 80 countries, has faced a steady decline of customers while facing sharp criticism throughout the year. Notably, backlash arose from a barista-led campaign tied to the Israel-Gaza war, further complicating the public’s perception of Starbucks. In response, the Starbucks team has dedicated their time to fixing and rebuilding its connection with customers by returning to what many describe as the “old” Starbucks. 

What exactly is the “old” Starbucks? 

The “old” Starbucks was more than just a coffee shop- it was a community-focused space that brought people together. However, over the years the chain has become a profit-driven machine, losing some of its original charm.

“I think there are design elements that can still bring forward this idea of a community coffeehouse, even in some of the executions that we’ve made that just don’t lend itself to putting the full, traditional coffeehouse experience,” (NBC) Niccol said in an interview with NBC. As part of Niccol’s “Back to Starbucks” plan, he aims to restore the view of Starbucks as a “third place”– a welcoming space outside of home and work where people can connect and unwind. 

Enhancing Customer Experience

Going past aesthetics, Starbucks is also working to tackle the long-standing customer complaints about service speed and order chaos. Many customers have reported waiting over 20 minutes for a simple to-go drink. To add to the problem, over 30% of Starbucks orders come from mobile pay, creating additional congestion in the pickup station. Walking into a coffee store, in hopes of a quick caffeine boost and a bite to eat but entering a madhouse of drinks scattered everywhere makes it difficult to appreciate the brand. As a solution to the problem, Starbucks hopes to separate the mobile order area to ensure the easiest way for pickup. 

In light of these complaints, Starbucks is taking charge and enacting a series of motions as an effort to help. First, through cutting back on the complex menu, focusing on “fewer, better” offerings. This slimmer selection allows the baristas to make drinks more consistently while also improving the speed of service. Following this, Starbucks is bringing back the condiment bars. Due to covid, they previously had to ban the bar due to safety concerns. As a result, when a customer needs a customization to their drink, they have to wait and ask a barista. Although nothing is perfect, Starbucks hopes that with these new changes the wait time will be significantly shortened.

Another part of the plan is eliminating the surcharge for plant-based milk options, such as almond, soy and oat milk. “The new rule which goes into effect Nov. 7 could save some customers more than 10% on their beverages,” (NBC) Starbucks said. With the lower prices, they hope to appeal as a welcoming brand, aware of health-conscious people or dietary restrictions.

Although acknowledging that these changes are just the beginning, Starbucks hopes that these actions will allow them to reconnect with their customers.

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