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Starbucks will reintroduce handwritten names on cups, a nostalgic touch from its 2012 tradition, CEO Brian Niccol announced. As part of its “Back to Starbucks” initiative, the coffee giant will also bring back self-serve stations, enhancing the personalized experience customers love.
Starbucks Restores Personal Touch with Handwritten Names, Self-Serve Stations for a Classic Feel
Starbucks is transforming. This week, CEO Brian Niccol outlined several changes as part of its “Back to Starbucks” initiative. Among the updates is the revival of a cherished tradition: handwritten names on cups.
During an October 30 earnings call, Niccol revealed that baristas nationwide will soon resume writing customers’ names and messages on drink orders. This practice began in 2012 but has faded in recent years. This small yet personal touch aims to reintroduce a “human touch” to the Starbucks experience. Implementing this detail will require supplies, as Niccol noted to CNBC, humorously estimating that nearly 200,000 Sharpies will be needed, a task more complex than a simple visit to an office supply store.
Another throwback in the company’s updates includes the return of self-serve sugar and milk stations, which were removed during the pandemic in 2020. Responding to requests from both customers and baristas, Starbucks hopes the reintroduction of these stations will help bring back the traditional coffeehouse feel. Niccol explained, “Our customers are asking for it, and our baristas are saying it would help them.”
Starbucks Drops Non-Dairy Milk Surcharge and Streamlines Menu, Aligning with Holiday Offerings
On October 30, Starbucks also shared a significant shift regarding non-dairy milk options. Starting November 7, the chain will eliminate the surcharge for non-dairy milk choices such as soy, oat, almond, and coconut. This decision aligns with Starbucks’ holiday drinks and seasonal menu debut. As the second most popular customization request, non-dairy options had previously added up to $0.90 to a drink’s cost. Niccol remarked, “Core to the Starbucks Experience is the ability to customize your beverage to make it yours. By removing the extra charge for non-dairy milk, we’re embracing all the ways our customers enjoy their Starbucks.”
In line with simplifying the menu, Starbucks also announced the upcoming removal of its Oleato olive oil-infused beverages in early November. This decision is part of a broader effort to streamline offerings and focus on customer preferences.
