Consumer
Starbucks Bets on Mugs, Macchiato Art in Test of CEO’s Plan
- Changes aim to boost sales with more premium touches
- New rules prioritizing paying customers have divided workers
The changes mark the first major test of whether Brian Niccol can dig the company out of its first annual sales decline since 2020.
Photographer: Jason Alden/BloombergThis article is for subscribers only.
When customers walk into Starbucks on Monday, the vibes will be different.
At least, that’s the goal. Workers will ask guests if they want drinks for here or to go, offering ceramic mugs to those who want to stay. Baristas will be more vigilant about topping macchiatos with a caramel crosshatch pattern made up exactly of seven vertical lines and seven horizontal lines, finished with a spiral.