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.

On his first earnings call as CEO of the coffee chain, Niccol outlined plans to improve the comfort of its shops, a “full-court press”

On Starbucks' fourth-quarter earnings call, newly installed CEO Brian Niccol told investors he needed to spend more time in China to understand the challenges.

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

New CEO Brian Niccol said it is clear that Starbucks ( SBUX) needs to fundamentally change its strategy to win back customers. He is expected to add some details on the earnings conference call at 5:00 p.m. ET.

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