Starbucks stores could begin to look and feel very different in the coming weeks, thanks to the continued rollout of changes.
Earlier this week, the CEO of the coffee company, Brian Niccol, revealed that amid the sweeping updates he’s already announced, he has even more modifications to stores that he has yet to implement on a wide scale.
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“From bean to cup, it’s the people at Starbucks that make us special,” Niccol told shareholders during its annual meeting, explaining that his upcoming plans are solely to enhance the customer experience.
In an effort to highlight what sets the brand apart from its competitors, Niccol—who assumed his position only a few months ago—is rolling out a “Back to Starbucks” initiative that he believes will “reintroduce” the company while also leveraging nostalgia.
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“As we take our next steps ‘Back to Starbucks,’ we’ll continue to enhance the health of our store portfolio. We’re working hard to ensure our coffeehouses have the right vibe…we want to invite customers in, showcase our great coffee, provide a comfortable place to stay, and make them feel like their visit was time well spent,” he added.
According to a transcript of the call reviewed by Parade, Niccol is already testing out a few ideas that could help “reestablish Starbucks as the community coffeehouse” at select locations across the U.S.
A few of the updates include a new staffing model and a totally redesigned storefront that features expanded seating options, power outlets, and abundant food displays.
Niccol has also begun to revamp Stores to offer more separation between the cafe and mobile order experience, adding new risers and dedicated pickup shelves in select locations to create an “intuitive handoff.” Some cafes also now feature a redesigned espresso bar that “adds a sense of theater to the experience.”
Starbucks
Starbucks
Starbucks
From what we can tell, it looks like some of the first cafes to adopt the new look are in the Hamptons, including East End locations in Southampton, Bridgehampton and East Hampton.
This revamp follows several other massive overhauls at Starbucks, including a slimmed-down menu, the return of handwriting on cups, a new refill policy and several tweaks to mobile orders.
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