Mr. Niccol revealed that Starbucks will strive to reconnect with its customers.  One key strategy is the personalization of coffee cups, which includes handwritten notes on each cup.  Employees refer to this strategy as “Back-to-Basics.”  In addition, Starbucks simplified the menu, created a no loitering policy, expanded their refill policy, and crafted ceramic mugs for an in-cafe experience for those working in the store, according to fastcompany.com.  Along with these changes, Starbucks has assembled milk and sugar stations, which will appeal to customers who prefer customizing their drinks to their liking, according to fortune.com.

On the other hand, Starbucks baristas have criticized Mr. Niccol’s recent changes, particularly the practice of writing personalized notes on cups.  Some baristas argue that it slows down their workflow and, at times, sends the wrong message.  Customers have even interpreted the notes as inappropriate or flirting.  Additionally, some employees stated that the gesture has lost its sincerity, as they have run out of creative things to write, according to CNN.  Ms. Amanda Rivera, an employee at Starbucks, discussed how this gesture disrupts the rate at which workers make drinks.

“It’s just a lot for workers to have to add to the number of things we’re expected to do,” Ms. Rivera said, according to cnn.com.  “Starbucks worker in Atlanta and a leader of Starbucks Workers United, a worker group that has unionized more than 500 Starbucks stores around the country.  It would be more sincere if I didn’t seem stressed out of my mind making 10 other cups.”

Social Media influencers reviewed Starbucks’ financial performance in January 2025 and saw that Starbucks exceeded Wall Street’s expectations, announcing an increase in revenue of about $9.4 billion.  A 2022 study published in the Journal of Interactive Marketing found that handwritten “thank you” notes can significantly boost future sales, potentially doubling them in the context of e-commerce, according to fastcompany.com.  As well as the handwritten notes, Mr. Niccol wants to invest in a milk and sugar station where customers can adjust their coffees to their liking, according to wsj.com.