Starbucks will start handwriting customer names on drink orders again, 200,000 markers need to be found, CEO says

Starbucks announced this week that self-serve sugar stations will return and customers won’t be charged for non-dairy milk.

Starbucks continues to transform.

The coffee chain announced a slew of updates this week in an attempt to “get back to Starbucks‘” said Starbucks CEO Brian Niccol. The latest innovation is a return to Starbucks’ original practice of writing customer names by hand.

Niccol said baristas writing names and messages on drink orders will return to stores nationwide on Oct. 30 during an earnings conference call. Coffee shop-inspired details are designed to add personability and “humanity.” This practice began in 2012 and has gradually disappeared over the past few years.

But the return will require some supplies. “The number I heard was about 200,000 Sharpies that we need to hunt down,” Niccol said. CNBC Wednesday. “Unfortunately, it’s not as simple as just going to Staples and buying Sharpies.”

The chain will also bring back self-serve sugar and milk stations that left stores during the pandemic in 2020, in another attempt to restore the coffee shop feel. The move is driven by customer requests and concern for baristas. Niccol said, “Our customers are asking for it, and our baristas are saying it will help them.”

On October 30, coffee mavericks announced that they would no longer charge extra for non-dairy milk starting November 7th. Their festive drinks and food menu will be available in stores nationwide on the same day.

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According to the press release, personalizing drinks using soy, oat, almond or coconut milk is the second most requested personalization among people. Shoppers should see a price reduction of more than 10% if they have previously used non-dairy milk, considering that customization can cost as much as $0.90.

“The main advantage of Starbucks is the ability to personalize your drink so that it becomes yours. By eliminating the surcharge for non-dairy milk, we are covering all the ways our customers enjoy Starbucks,” Niccol said.

Starbucks also announced this week that it will phase out Oleato olive oil-infused drinks in early November to “simplify our overly complex menu.”