One of the most recent—and notable—changes is that the company intends to bring back a “human touch” by writing customer names on their coffee cup. Originally, the idea was to “honor everyone who walked through the door as an individual.” That’s according to Starbucks, which adopted the practice in 2012.

Starbucks CEO Brian Niccol shared more details about the company’s turnaround strategy during the company’s quarterly conference call on Wednesday.For three straight quarters, Starbucks has reported declining sales.

Unfortunately it’s not as simple as going to Staples and picking up some Sharpies,” Niccol said. “That’s the power of our scale.”

New Starbucks CEO Brian Niccol on Wednesday detailed his plan to revive the coffee chain. A central theme: He wants Starbucks wants to hand customers their coffee within four minutes of them ordering, believing speedy handoffs will help bring back customers.

Starbucks discontinued the practice of handwriting orders and names on cups in 2020, during the height of the pandemic.

Brian Niccol’s new four-word goal for Starbucks is brilliant in its simplicity. But there’s more than meets the eye.

This week, Starbucks has announced self-serve sugar stations will return and customers won't be charged for non-dairy milk