Starbucks is revisiting a familiar tradition under the leadership of its new CEO, Brian Niccol. The company, known for its personalized customer interactions, plans to reintroduce the practice of baristas writing names or notes on coffee cups. This initiative will require the procurement of a significant number of Sharpies, as Niccol intends to revive this part of Starbucks’ customer experience. The tradition began in 2012 when the company sought to engage with customers on a personal level.
During an interview with CNBC, Niccol expressed his commitment to bringing back this aspect of personalization, stating that while not every customer’s name may be written, Starbucks will indeed resume writing on its cups in the near future. Niccol estimates that approximately 200,000 Sharpies will be needed to reinstate the tradition, highlighting the scale of Starbucks’ operations.
The reinstatement of this tradition forms a central part of Niccol’s strategy since assuming the role of CEO of the $111 billion coffee chain in August. In his first earnings call, Niccol outlined several measures to make the company’s operations more streamlined and customer-friendly. These measures include reintroducing coffee bars with milk and sugar for customer convenience and removing extra charges for non-dairy milk options. Additionally, Starbucks plans to simplify its menu to align more closely with its core identity as a coffee-focused company.
Niccol emphasized the importance of customization in enhancing the customer experience but also highlighted the need for balance to preserve the quality of the products and the overall experience. This includes imposing some restrictions on customization options.
Starbucks previously encountered challenges with its morning commuter customer base. Under former CEO Laxman Narasimhan, the company experienced issues with long wait times, leading to a high percentage of order abandonments by customers utilizing the mobile order and pay (MOP) system. Niccol addressed this concern in a recent earnings call, proposing sensible measures to manage MOP orders more effectively and reduce the burden on café operations.
Further efforts will be made to distinguish mobile orders from in-café experiences, aiming to eliminate friction points and enhance customer interactions with the Starbucks brand.
