“Back to Starbucks” – The Iconic Brand Returns to Its Roots
Lia Johnson
Staff Writer
CEO Brian Niccol is leading Starbucks in a renewed effort to restore the warm, welcoming environment the brand was once known for. In recent years, store renovations have made locations feel less inviting, but Niccol is committed to bringing back the comforting atmosphere that encourages people not just to make purchases, but to gather and connect.
Since stepping into the role in September 2024, Niccol assembled a leadership team that shares his passion for innovation, efficiency, and improvement- all while upholding Starbucks’ core values. The company has long been known for blending quality coffee with human connection, and that remains a central focus.
One of Niccol’s top priorities is improving efficiency. He has set a goal for employees to fulfill orders in under four minutes, aiming to reduce wait times and enhance the customer experience. Additionally, he has invested in technological upgrades and expanded leadership opportunities for employees, helping to create a more motivating and fulfilling work environment.
Significant changes are also being made to store interiors. Thousands of chairs and couches are being reintroduced after many were previously removed. Features such as softer lighting, live plants, rugs, and increased power outlets are being added to create a cozy, work-friendly setting.
The beloved “Green Apron Service” has returned- a tradition where baristas write uplifting notes on customers’ cups, like “Have a great day!” or “You got this!” Niccol also trimmed 30% of the menu to streamline service and improve speed, while testing new items based on customer preferences.
To further promote a welcoming atmosphere, Starbucks now offers free refills for customers who stay in-store, enhancing the appeal for those working or relaxing in-store. Self-serve condiment bars and a wider variety of mugs have also returned, adding to customer convenience and satisfaction.
Through these changes- from environment and menu to staffing and service- Starbucks is working hard to improve both efficiency and warmth. Niccol’s leadership has sparked a transformation that not only refreshes the customer experience but also uplifts employees across the company.
Contact Lia @ lia.johnson@student.shu.edu