Starbucks is putting personal messages on coffee cups again

By: Trademagazin Date: 2025. 02. 06. 09:51

Starbucks is returning to its practice of having baristas write personal messages on customers’ takeout cups under new CEO Brian Niccol. The move is part of a “Back to Starbucks” strategy to humanize and reposition the global coffee chain. The company aims to restore the community nature of the coffee shop, as opposed to just operating as a coffee pickup point.

Niccol, who took over Starbucks in September 2024, stressed in an interview that the company had focused too much on mobile ordering, which had diminished the personal and social experience of the brand. The company’s sales have fallen for four consecutive quarters, so the new direction is aimed at improving the guest experience and strengthening consumer loyalty.

Personalized messages and the cafe experience

The new policy requires baristas to write simple, kind messages on the cups, such as well-wishes or greeting lines for regular customers. Starbucks has also launched an advertising campaign to promote the initiative.

This is not the first time the company has experimented with messages on cups. Previously, as part of the “Race Together” campaign, messages on social issues were written on cups, but the initiative was later discontinued. Starbucks suspended handwritten messages during the pandemic, and is now bringing them back based on feedback from consumers and employees.
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