When Starbucks carried out “appearance to Starbucks” this week, coffee fanatics began to see three main changes in cafes.
The changes, under the instructions of the new CEO of Starbucks, aims to re -establish the coffee chain as “third place”.
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When Nicole entered the role of the CEO in September, he pledged to restore Starbucks as a place far from work and home for societies for gathering and locking.
“Our stores have always been more than just a place to get a drink. It was a gathering space, a community center where conversations are launched, friendships are formed, and everyone receives Parista welcoming,” participated in an open message.
“Many of our clients still test this magic every day, but in some places – especially in the United States – we do not always provide,” the CEO continued, addressing issues such as overwhelming lists, unexplored products and long waiting times.
There was another essential problem that Niccol promised to address it, which is the customer's feeling that the trip to Starbucks became “transactions”, and to exchange its goal to return the series to its roots as a “welcoming cafe”.
The “Back To Starbucks” plan includes many initiatives, which were already seen by many coffee lovers at work.
“I saw with my eyes how they are trying to form it,” Danilo Gargiolo, a stock research analyst in Bernstein, told Fortune after discovering some of the tactics that are in effect on California Starbucks.
At stores in Los Angeles and San Diego, Gargiulo said he was surprised by the discovery of three new changes.
A drink analyst in the store was presented in ceramic mugs, toilets requested a symbol, and the departure was requested.
“One of the Paristas told a person sitting on a table to ask for the meter or leaving,” said Gargiopo. The shepherd, who brought food from a competitor, left without protest.
“I was surprised that these three things happened to me, literally for me, on the first day of these passes.”
The analyst added that the new Starbucks bases have already somewhat influenced the series.
He said, “It seems that people are afraid.” “I just look at someone at the moment, tie a piece of bread from bananas while drinking coffee. The store looks more relaxed.”
With the start of new initiatives in the country, Gargiulo participated that he was optimistic that it would take only a few months for Starbucks fans to find that the brand had turned.
Six major changes
Niccol's “Back to Starbucks” plan includes many initiatives, such as Baristas's expectations for handwriting names on cups.
The names and messages covered by hand, to replace printed stickers, aim to bring a dedicated touch to Starbucks.
Nicole's last goals is to repeat the series “for here”.
Starting on January 27, customers who request a drink “for here” will be offered in the coffee, glass or clean cup of the clean personal that was brought from the home.
Both were common before Starbucks became a somewhat feverish retailer, confirming the orders of mobile devices and automation.
The latest new policies are free beverage packages “for here”.
During customer visits, they can sit and enjoy free phrases of coffee and ice tea for their drinks in the store.
Starbucks change
Starbucks has announced a series of updates that will affect all cafes.
These include:
- 30 % of the food and drinks that are cut from the list
- Repeat the bars of the spices with self -service
- Free packages of hot or iced coffee
- Customers will be able to eat drinks in ceramic mugs
- It reflects the open door policy
- Handwriting posters return to the cups
Another expected change was the return of the cheerful tape of self -services, including the cream, milk and a variety of localities.
Starbucks CEO has also launched a new behavior blog, which requires fans to make a purchase to use bathrooms and to accommodate cafes and comfort.
This comes seven years after the series created the open doors base.
The policy reflection aims to reduce the crowds and free tables to push clients looking for a quiet environment and constantly busy bathroom.
One of the other strategies by Niccol is a 30 % decrease in the list, which was previously cited as “overwhelming” and “very complicated”.
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In addition, Cracker Barrel apologized after receiving a hungry dinner in the size of the “children's meal” and pledged to boycott.
