Starbucks have made a few changes, and some people are happy, while some are furious. The main goal is to change the vibe and style of the store. They aim to achieve a welcoming coffeehouse experience with premium beverages and prices. There is a mandatory policy to make eye contact with the customer and also make a nice message on the cup. Some introductions like the elimination of charges for non-dairy milk and the coffee condiment station are sitting well with customers, but some like the elimination of Java Chip Frappuccino enraged people. Baristas would still make it if ordered. The petite vanilla bean scone was removed but the backlash caused it to return.

The main problem is to get returning customers. Customers are having to pay high prices and with the vibe of a fast-food restaurant they don’t think it’s worth it. Long waits also make customers impatient. They are hiring more baristas and implementing a new order-sequencing system to help flow orders more. They are prioritizing in-store orders and spacing out mobile orders. They are also bringing back seating after the pandemic to set in the welcoming coffeehouse vibe. Starbucks has had 6 consecutive months of declining quarterly sales. Brain Niccol, the chief executive, has to manage not only the U.S. market, but also the competitive Chinese market. Luckin Coffee is Starbuck’s main rival in China. Luckin Coffee makes customers order from their mobile device and showers them with coupons on the app. Will we see Starbucks take the #1 spot in the Chinese market? What do you think of these new revamps they have made?

Cites –

https://www.cnbc.com/2025/09/16/how-luckin-coffee-is-taking-on-starbucks-in-the-us.html#:~:text=Luckin%20stores%20operate%20without%20cashiers,30%25%20to%2050%25%20off.

https://www.nytimes.com/2025/09/09/business/starbucks-turnaround-brian-niccol.html?searchResultPosition=1