Starbucks has been “getting back to Starbucks” for the past few months, and the company says its current success is due in large part to its free refills.
Since Brian Niccol became chairman and CEO of Starbucks in September 2024, the Seattle-based coffee business has been rebranding.
Nicky promised to put customers first and increase sales, so since the beginning of the year, he has made several changes, such as ending the open-door policy, changing the menu, updating the dress code, and bringing back some coffeehouse perks like free drinks.
Niccol told investors in March:
“We’re working hard to make sure our coffeehouses have the right vibe.” “We want to invite customers in, showcase our great coffee, provide a comfortable place to stay, and make them feel like their visit was time well spent.”
Even though most of the changes are still ongoing, Starbucks says they are “seeing early signs” that customers are staying to enjoy the free refills, which were only available to Starbucks Rewards members before.
