Starbucks Makes Bold Changes to Enhance Customer Experience

Starbucks has been making big moves inside of its operating playbook to refocus its brand and renew the customer experience. The coffee giant has rolled out a number of changes to address the situation, from capping daily digital orders to ninja-ing condiment bars back into their locations. And on top of that, Starbucks backtracked on its open-door policy and baristas are now writing on cups with Sharpies to protect customers’ identities. These shifts are all part of a larger effort to reclaim its coffee roots and spread like, well, coffee.

Starbucks, for what it’s worth, has brought back soft seating to some of its stores. This change is intended to make for a more welcoming environment for patrons. The company plans to ramp up advertising spend on TV and streaming platforms next year. Certainly, their primary intention is to motivate patrons to stop by Starbucks. Starbucks’ global chief brand officer, Tressie Lieberman, refers to this approach as getting customers to “sit and stay.”

Starbucks is piloting new formats in Chicago and Seattle. They’re working to add more seating and power outlets for customers. Many stores have begun to cordon off the café environment from the MO experience. This new addition is meant to save time for both walk-in customers and those who order online.

In an effort to streamline its menu and improve service times, Starbucks recently cut 13 drinks from its menu. The new efforts include removing about 30% of the company’s food and drink offerings by the end of 2025. These alterations were meant to maximize efficiency in missing any compliance, all while redoubling our commitment to our essential offerings.

As part of its strategy to reconnect with customers, Starbucks has reversed its open-door policy, which previously allowed anyone to use its facilities without making a purchase. This decision fits perfectly with its ambition to create a highly curated but very friendly space for its paying customers.

Now the company is leaning into its coffee culture. They are reinvesting in the in-store experience — the indescribable, ineffable magic that is the brand’s defining characteristic. By focusing on these customer-centric changes, Starbucks aims to solidify its position as a leader in the coffee industry and attract a wider audience.