In his first big moves as Starbucks' new CEO, Brian Niccol has outlined a fresh strategy to get Starbucks back to its roots. Known for revitalizing brands, Niccol shared his plans on Wednesday to simplify the menu, keep prices steady, and bring back the personalized touches that made Starbucks a beloved café.

Simplifying the Menu and Freezing Prices

One of the big changes customers will notice is a streamlined menu aimed at making service faster and reducing stress on baristas. Starbucks, known for its extensive list of drinks and food items, will now shift focus to its core offerings, making it easier for customers to choose and enjoy their favourites. In a cost-friendly move, Starbucks has announced a price freeze for its North American company-owned stores, with no further price hikes planned this year. They’ll also be dropping extra charges for non-dairy milk alternatives, meaning popular drinks with soy, oat, or almond milk will be more affordable.

Return of Mugs and Personalized Orders

Niccol’s plan includes a nostalgic touch: bringing back the option for drinks in ceramic mugs and handwritten names on paper cups. This move is intended to enhance the café feel, encouraging customers to linger and enjoy their drinks in-store. Niccol explains, “We want our customers to feel a personal connection, and this simple touch brings back the human element that’s so important to the Starbucks experience.”

Improving Speed and Efficiency

With rising demand for mobile orders, Starbucks will introduce separate pick-up areas in-store to reduce congestion. The goal is to get drinks to customers within four minutes, whether they’re picking up or ordering at the counter. By creating a dedicated space for mobile orders, Starbucks hopes to enhance in-store experiences for all customers.

Looking Ahead: A Back-to-Basics Approach

Niccol, who joined Starbucks after a successful tenure at Chipotle, believes these changes will bring the company back to its community-focused roots. Under his “Back to Starbucks” plan, he aims to make Starbucks cafés feel less like fast-food chains and more like the cozy coffee houses they were meant to be. Investors have responded positively to his approach, with Starbucks’ shares climbing 25% since his appointment.

In another menu update, Starbucks will discontinue olive oil-infused coffees, a recent addition from former CEO Howard Schultz. Instead, the company will focus on streamlining offerings, making each café visit more enjoyable and efficient for customers.

With a renewed focus on customer experience, simplified pricing, and a commitment to quality service, Starbucks is aiming to win back customer loyalty and redefine the café experience.

Source: (FT.com)