AS Starbucks’s sales take a repetitive hit, the chain’s executive leadership is making strides to return to its roots.
The coffee giant’s CEO has plans to revive a daily fan favorite that adds a personal touch to Starbucks drinks.
GettyAs Starbucks grapples with declining sales, the chain’s new CEO Brian Niccol has plans for multiple changes[/caption]
GettyStarbucks CEO Brian Niccol hopes to attract customers with personal touches[/caption]
Starbucks has faced dropping sales for three consecutive quarters, per CNBC.
In the chain’s most recent quarter, reported on October 30, foot traffic to its US locations decreased by 10%.
According to Starbucks CEO Brian Niccol, the decline in customers is because some believe the chain has become too distant from its roots.
BACK TO BASICS
To revert to its core, the executive leader has plans to lure in coffee lovers by restoring personal touches to the chain.
As the chain works on a large-scale restructuring strategy, Niccol revealed some smaller steps Starbucks is taking to rebuild its brand.
For example, Niccol intends to bring back markers so customers can enjoy handwritten names or messages on their cups rather than printed labels.
GettyStarbucks will soon reimplement handwritten cups rather than printed labels[/caption]
Although having handwritten labels may sound simple, sourcing markers for a company as large as Starbucks is no small feat.
The coffee giant operates nearly 17,000 locations in the US alone, calling for hundreds of thousands of markers.
“I thought the number I heard was something like close to 200,000 Sharpies we’ve got to track down,” Niccol told CNBC.
“Unfortunately, it’s not as simple as just going to the Staples and picking up some Sharpies.”
MORE CHANGES
Handwritten cups aren’t the only change Starbucks fans can expect.
Niccol unveiled other changes planned for US cafes, including the return of ceramic mugs, condiment bars, and cozy furniture.
The CEO hopes to restore the coffee chain as a “third place,” referring to the idea of a space for people to work and socialize outside of their homes or offices.
Starbucks has marketed itself as a space to hang out for decades but has lost that appeal over the years.
In addition to implementing personal touches, the CEO intends to improve store staffing and cut service time for each order to below four minutes.
Starbucks’s New CEO
Brian Niccol replaced Laxman Narasimhan as the Starbucks CEO in September of this year.
Here’s more information on Niccol’s background:
Served as CEO of Chipotle since 2018
Served as CEO of Taco Bell from 2015 to early 2018, and as chief marketing and innovation officer and president in earlier years
Held various executive positions at Pizza Hut from 2005 to 2011
Worked in brand management positions for 10 years at Procter & Gamble
Starbucks will also bring back its condiment bars, allowing customers to add their own milk, sugar, and other extras.
Another change at the coffee giant includes the removal of extra fees for alternative milks such as soy, oat, almond, and coconut milk.
Thanks to this change, Starbucks estimates that customers will pay around 10% less for their plant-based drinks.
Niccol plans on implementing a less-favorable change as well – reducing drink promotions to boost full-price sales.
In other Starbucks news, the chain confirmed the exact date of Red Cup Day after weeks of customer speculation.
Plus, check out what is in the Wicked Starbucks drinks and how to order them.
https://www.the-sun.com/money/12819252/starbucks-changes-daily-customer-favorite-handwritten-cups/