Starbucks CEO Brian Niccol has focused on improving the customer experience by reintroducing ceramic mugs in stores. He mentioned this innovation three times during a recent earnings call, where the company reported a 4% decline in sales.
Niccol aims to make Starbucks more inviting for customers, especially those who enjoy hanging out or working in the café. The CEO introduced changes like comfortable chairs and ceramic mugs with handwritten notes on cups, creating a “mug hug” experience that feels more personal and peaceful.
The company is also rolling out new initiatives this year, including staff training to write personalized notes on single-use cups and reducing menu items. These efforts come amid declining sales, as Starbucks reported comparable sales fell 4% in the latest quarter, slightly beating analyst predictions.
Starbucks’ stock remained unchanged after hours of the earnings call. The company is up 6.7% over the past year.
Source: https://www.businessinsider.com/starbucks-ceo-brings-back-ceramic-mugs-stores-2025-1