Mon Jan 27 22:00:00 UTC 2025: ## Starbucks Reverses Course, Brings Back Handwritten Names and Condiment Bars in Bid to Boost Sales
**Seattle, WA** – Starbucks is rolling back several pandemic-era changes in an attempt to revitalize its brand and reverse declining sales. Beginning Monday, US and Canadian locations are reinstating condiment bars, bringing back the personalized touch of baristas hand-writing customer names on cups using Sharpies, and expanding free refills on select beverages to all paying customers.
These changes, spearheaded by CEO Brian Niccol, mark a significant shift for the coffee giant, acknowledging that streamlining operations during the pandemic went too far. Niccol has stated that customer feedback and barista input directly contributed to these decisions, citing a desire for improved service speed and a return to a more personalized coffee house experience. A new television advertisement highlights this renewed focus on personalized service.
Further changes include a renewed emphasis on in-store purchases for restroom access and seating, ending the company’s “open-door” policy. The company cited customer and employee feedback regarding the need for a safe and comfortable environment. Additional policies now prohibit panhandling, discrimination, outside alcohol consumption, and vaping. Employees have undergone training on these updated rules. The company also subtly updated its branding to “Starbucks Coffee Company.”
While Starbucks stock is up 7% over the past year, the company has reported three consecutive quarters of declining sales and customer visits, with global sales at established stores down 7% last quarter and customer transactions down 8%. Investors will closely examine the upcoming earnings report on Tuesday to gauge the effectiveness of Niccol’s turnaround strategy.
First Piper 