Starbucks Barista: “Hi, welcome to Starbucks! What can I get for—”
Frappuccino fanatic: “Venti Caramel Crunch Frappuccino, but hold the whipped cream, add a splash of oat milk, make it two pumps sugar-free vanilla, one pump of hazelnut, wait can i make that 2, then an extra caramel drizzle… oh, and light ice.”
Barista: “…Okay…”
Frappuccino fanatic: “…Umm please?”
Does this sounds like you? I’ll be the first to admit that I’m guilty of turning a simple drink into a chemistry experiment. My personal go-to? A venti London Fog with sugar-free vanilla, Splenda, and a splash of non-fat milk. In my head, it’s straightforward. But to the thousands of Starbucks baristas across the U.S., it’s might be another hyper-specific order in a sea of custom requests.
And while that creativity fuels our cravings, it might also be contributing to a different kind of queasy feeling, a not-so-sweet 10% drop in Starbucks’ U.S. comparable transactions in Q4 of 2024, making the execs’ stomachs churn more than an over-syruped latte.
The new man above at the global powerhouse is ready to change that. Former Chipotle CEO Brian Niccol took the top spot at Starbucks in September 2024 and vowed to do what every big brand loves to hear: a comeback.
Niccol is all about bringing the coffeehouse back to its roots, focusing on the basics: good coffee and creating a space where people actually want to stick around, not just grab a mobile order and dip.
While you might think of the Starbucks in Westchester, right next to Christopher Columbus High School, as the spot to catch a glimpse of the ‘huzz’ with shaggy hair who takes forever to snap you back, that vibe isn’t universal. Across the country, Starbucks has shifted away from its “come, sit, stay” charm, transforming into more of a caffeine drive-thru than the cozy meeting spot it once was.
But Niccol is brewing up a comeback—one that’s less about mobile orders and more about bringing back the experience of actually being in a Starbucks.
Bringing Back Handwritten Names
Remember when getting your name spelled almost right on a cup was part of the Starbucks experience? Over the years, printed stickers quietly took over, but Starbucks is now reviving handwritten names as a small but meaningful way to reconnect with customers.
No More Non-Dairy Milk Upcharge
Good news for you oat milk lovers: Starbucks is ending the extra charge for non-dairy milk. Almond, soy, coconut, and oat milk are now free substitutions, making plant-based choices more accessible. But before you start crafting an oat milk, half-syrup, extra-foam, no-water chai masterpiece, know this—Starbucks is also reining in customization. Overly complicated drinks (looking at you, TikTok orders) might soon cost more than they used to.
Cutting Wait Times to Four Minutes
For you Lourdes girls who’ve been fueling your caffeine addiction since 5th grade, this could be a game changer. With mobile orders making up over 30% of transactions, peak times can get chaotic. Starbucks is introducing a new algorithm to streamline order sequencing, aiming to keep wait times under four minutes without slowing down in-store customers.
A Simpler, More Focused Menu
Niccol wants to trim the ever-expanding menu and refocus on Starbucks’ core identity—coffee. Seasonal drinks will still have their moment, but the goal is fewer, better-crafted offerings served with speed and consistency.
With these changes, Starbucks hopes to balance efficiency for those in a rush while bringing back the warmth and community that made it a staple in the first place. Whether it works? That depends on whether customers are ready to sit, sip, and stay awhile.
