Business Insights

Starbucks’ Roots Plan Involves 200,000 Sharpies

Ken Metral

31 Oct 2024 — 1 min read

Image Credit: Starbucks Corporation

Starbucks is reintroducing handwritten customer names on drink orders, a practice that began in 2012 but was discontinued in recent years. CEO Brian Niccol announced this change during an earnings call on October 30, 2024, emphasizing the personal touch it adds to the customer experience. To implement this across its U.S. stores, Starbucks plans to acquire approximately 200,000 Sharpie markers.

In addition to this, Starbucks will reinstate self-serve sugar and milk stations, which were removed during the COVID-19 pandemic. This move aims to enhance customer convenience and reduce barista workload.

Starting November 7, 2024, Starbucks will eliminate the extra charge for non-dairy milk options, such as soy, oat, almond, and coconut milk. This change responds to customer feedback and promotes beverage customization without additional costs.

These initiatives reflect Starbucks' commitment to enhancing the customer experience by reintroducing personalized service elements and accommodating diverse preferences.

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