Starbucks' new refill policy triples U.S. store traffic

Starbucks is seeing a significant increase in customers after introducing a new refill policy in January. The company has made changes to make its stores feel more like classic coffeehouses where people can relax and enjoy their drinks. Under the new policy, customers ordering in-store must specify if they want their drink "for here" or "to go." Those who choose "for here" receive their drinks in reusable cups and can enjoy free refills on hot brewed or iced coffee and tea during their visit. Starbucks reported that customer traffic for those using ceramic mugs and glasses has more than tripled in the U.S. since the policy change. New CEO Brian Niccol, who began his role in September, expressed satisfaction with the positive feedback from customers. This refill initiative is part of Starbucks' "Back to Starbucks" plan aimed at increasing foot traffic and sales. Tressie Lieberman, Starbucks’ global chief brand officer, mentioned the company’s goal to reestablish Starbucks as a community coffeehouse. Starbucks is also investing in advertising and testing new store designs to enhance the customer experience. The updated designs feature comfortable seating, more power outlets, and better layouts to separate the cafe from mobile orders. Niccol has been working on simplifying the menu, with plans to cut about 30% of food and drink options by the end of 2025. Recently, 13 drinks were removed from the menu, and some modifications to orders through the app are no longer allowed. Several other changes have occurred under Niccol's leadership, such as limits on digital orders and the return of condiment bars in stores. The company is committed to creating a welcoming environment where customers can enjoy their time at Starbucks.