Starbucks customers will notice some significant changes brewing at their local cafés. Starting January 27, 2023, the coffee giant is reintroducing condiment bars and offering free refills on brewed coffee and tea for customers choosing to dine-in. This shift marks Starbucks' commitment to improving the customer experience as it navigates its post-pandemic environment.
The condiment bars, which allow customers to add their own creamers, milk, sweeteners, and stirrers, were removed during the height of the COVID-19 pandemic. According to Starbucks, restoring these self-service stations will help baristas dedicate their time to crafting more drinks, enhancing the overall speed and efficiency of service.
Customers can now choose whether to order "for here" or "to go." Those ordering for consumption at the café can expect their drinks served in either ceramic mugs, glassware, or reusable personal cups brought from home. This initiative not only aims to create a more inviting café atmosphere, reminiscent of pre-pandemic coffeehouse vibes, but also focuses on reducing waste. More than 75% of Starbucks' beverage sales are comprised of cold drinks typically served in plastic cups, which are not always effectively recycled. Starbucks has committed to cutting its overall waste by 50% by 2030, having already introduced redesigned cups using up to 20% less plastic.
“Offering customers who sit and stay their beverages in ceramic mugs and glassware is one way we're returning our cafés to warm welcoming coffeehouses,” said a Starbucks spokesperson. “It's also another way Starbucks is reducing waste and making each visit a more sustainable choice.” Consumers ordering drinks “for here” will be eligible for free refills of hot or iced brewed coffee or tea during their visit at participating locations in the U.S. and Canada. Unfortunately for fans of grander cold beverages, drinks like cold brew, nitro cold brew, iced tea lemonade, flavored iced tea, and Starbucks Refreshers will not qualify for refills.
These adjustments come as part of Starbucks' broader approach to reclaiming its pre-COVID identity. Since assuming the CEO role, Brian Niccol has introduced several policy changes to shift the company’s focus back to its core customer base. One of the most significant policies to change recently was the reversal of Starbucks' open-door strategy, which permitted anyone to use the company’s cafés or restrooms without requiring a purchase. This policy came about after public outcry from the 2018 arrest of two Black men at one of its Philadelphia locations sparked widespread controversy.
“We want to make sure our spaces are prioritized for use by our customers,” Starbucks stated on its website. “Our Coffeehouse Code of Conduct is something most retailers have, and is intended to clarify our cafés, patios, and restrooms are designated for customer and partner use.”
Starbucks is focusing on its community approach, taking steps not just to eliminate what they deemed as disruptive policies but also to introduce new items starting this spring. These include the Iced Cherry Chai and Jalapeño Chicken Pocket, along with returning consumer favorites like lavender beverages, which had polarized opinions when they first appeared.
Facing increasing competition from more efficient models like Dutch Bros, which primarily focuses on drive-thru service, Starbucks is also working to speed up its operations. Many coffee chains are capitalizing not only on the speed of service but also the simplicity of picking up drinks to go. According to Jason Daugherty, senior director and the lead for the Connors Group, “There’s a lot more competition now.”
This competitive environment makes Starbucks' plans to cultivate its café spaces with warm atmospheres more challenging. Meanwhile, it is also preparing to serve faster by ensuring baristas can get drinks out to customers within four minutes, responding to the demand for quick service.
Despite the challenges posed by smaller chains focusing on drive-thru success, Starbucks has made strides. Under Niccol's leadership, the brand has boosted its stock by roughly 25% since he took over, amid increased scrutiny over the company’s entire operational approach. By aligning customer experience with sustainability and efficiency, Starbucks aims to not only enrich patron relationships but also secure its position as the leading coffeehouse chain as preferences evolve.
Both the changes and the challenges Starbucks faces position the chain at the intersection of adapting to new consumer habits and enhancing its traditional coffeehouse experience. The company is at yet another turning point, transitioning back to the beloved hangout spots where people gather to enjoy quality coffee and memorable conversations.