Starbucks has revamped its approach by implementing a new policy where drinks served 'for here' encourage the use of ceramic mugs or personal cups, offering free refills of certain beverages. This move is part of a broader strategy to promote in-store experiences and enhance community engagement, which has resulted in a threefold increase in the use of these reusable cups. New leadership under CEO Brian Niccol is driving the company's 'Back to Starbucks' initiative, which aims to simplify offerings and reestablish the brand's roots in coffee culture in an effort to boost sales and foot traffic.
At Starbucks, the number of customers who choose ceramic mugs and glasses to sit and stay in cafes has on average increased by more than 3X.
We're reestablishing Starbucks as the community coffeehouse and reintroducing Starbucks to the world, focusing on our coffee culture as part of our new strategy.
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