'%20x='0'%20y='0'%20height='100%25'%20width='100%25'%20%0A%20%20%20%20%20%20%20%20%20%20xlink%3Ahref='data:image/jpg;base64,/9j/2wBDAAYEBQYFBAYGBQYHBwYIChAKCgkJChQODwwQFxQYGBcUFhYaHSUfGhsjHBYWICwgIyYnKSopGR8tMC0oMCUoKSj/2wBDAQcHBwoIChMKChMoGhYaKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCgoKCj/wAARCAAGAAoDASIAAhEBAxEB/8QAFgABAQEAAAAAAAAAAAAAAAAAAAQG/8QAIhAAAAUEAQUAAAAAAAAAAAAAAAECAwQFBxEhEgYjQWHR/8QAFAEBAAAAAAAAAAAAAAAAAAAABf/EABkRAQACAwAAAAAAAAAAAAAAAAIAAwERIf/aAAwDAQACEQMRAD8AsYthFpnRVQgplIfkSnWsSXGC5NEejJO/XkYpdpX+asVZGM67R/QAGKxciIrOdz//2Q=='%3E%3C/image%3E%3C/svg%3E)
Starbucks baristas are writing personalized messages on coffee cups as part of the Back to Starbucks initiative, and Netizens are not too impressed with that. Chairman and Chief Executive Officer of the company, Brian Niccol, introduced the initiative in a September 2024 newsletter:
"In September, we outlined our plan to revitalize Starbucks by focusing on what has always set us apart: a welcoming coffeehouse where people gather and where we serve the finest coffee, handcrafted by our skilled baristas."
Since then, we have been enhancing the in-store experience with the return of the condiment bar, writing on cups, more ceramic mugs, and a revised code of conduct.
@thatslileli commented on the new writing policy:
“Starbucks has to stop with the writing on the cups…why did my coworker write “long and strong” on this man’s cup?”
“Sometimes just sometimes the times have evolved, and going back to your roots might not be the best answer. Let’s see,” @SandraLopez commented on the coffee company bringing back its handwritten messages.
“As a lover of marketing......bringing back the cup writing is one of their slickest moves in years. I see cups all over my timeline again like it’s 2016,” @AndrewColeSmith praised the initiative.
“Hate to break the news but, if you’re wondering why there’s been writing on your cups recently….We are being forced to,” @BaconXBusiness complained.
“Starbucks making us write a personalized note on every cup while slashing labor….I’m sure,” @ginasfsydnee tweeted.
More details on the Back to Starbucks initiative
The initiative was introduced to restore the company’s original branding that endeared it to customers. The policy’s implementation has seen the return of the condiments bar, personalized messages on cups, and ceramic mugs, and an amended code of conduct.
Brian Niccol in the newsletter, described the policy as an opportunity to operate more efficiently as a team:
"Across our support teams, we have many talented partners with deep expertise and a strong, skilled team that is driving impact for our customers, partners and business every day. As I’ve spent time working with teams across the business and observed how we work, it’s also clear that we have some opportunities to operate more efficiently."
According to the company’s news release, the focus has shifted from discounts to highlighting the brand’s strengths and history. The non-dairy milk upcharge has also been reworked.
The minimum wait time for customers has been reduced to four minutes with provision for additional coverage in more than 3000 stores.
Trending
The coffee company's policy is only focusing on the US and Canada chains for now with plans to implement the policy across the world in the future.
Your perspective matters!
Start the conversation
