Starbucks sees increased customer stay rates in U.S

Starbucks is seeing success in its efforts to become a true coffeehouse again. In just three weeks, the number of U.S. customers choosing to sit and enjoy their drinks has increased more than threefold. This rise in “sit and stay” visits comes as Starbucks tries to improve its foot traffic and sales. Customers can enjoy their drinks in ceramic mugs and glasses, and by doing so, they can get free refills. This is encouraging many people to relax in the cafes. Tressie Lieberman, the chief brand officer, stated that Starbucks is committed to embracing coffee culture. She explained that the company aims to reestablish itself as a community coffeehouse. Starbucks is also investing in marketing to make people feel like they want to visit their stores. The company plans to enhance the customer experience by bringing back comfortable seating and creating spaces for people to work and meet. They intend to improve the separation between cafe customers and mobile order pickups. Starbucks CEO Brian Niccol has expressed satisfaction with the early responses to the changes from customers and employees. The company is undergoing a transformation, updating its brand to "Starbucks Coffee Company" and working on a program called "Back to Starbucks." This initiative includes a new rule: customers who do not buy anything may be asked to leave. The goal is to focus on improving coffee quality and supporting baristas while simplifying the menu to make Starbucks a better community gathering space. Analysts still see potential in the brand, despite recent challenges. Consumers are dining out less often, with recent data showing that food services and drinking places have not seen growth for three months in a row.