Business Daily Can Starbucks regain its buzz?
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Feb 2, 2026 
Brian Niccol, CEO who led Starbucks' 'Back to Starbucks' turnaround, talks about refocusing on the in-store experience and bringing back warm, stay-a-while coffeehouse vibes. He discusses store redesigns, menu and mug changes, smarter staffing and AI-driven convenience. He outlines balancing speed with human connection and plans to empower local store leaders to sustain growth.
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Ceramics And Handwritten Cups Return
- Brian Niccol describes bringing back ceramic mugs and handwriting to encourage customers to stay longer.
- He says these tactile changes signal 'we want you to stay' and revive community connection.
Menu Innovation Drives Frequency
- Improved menu innovation and experience drove more frequent visits from rewards customers.
- Success combined innovation (e.g., protein cold foam) with improved store experience to boost transactions and frequency.
Balance Speed And Connection
- Prioritise both speed during peak times and deeper connection during slower periods.
- Train staff to deliver quick, simple human touches at peaks and fuller engagement later in the day.