By Joseph Haecker, Fractional CMO
Starbucks is making headlines again with their latest attempt to recapture their former glory. According to a recent CNN article, the coffee giant is bringing back old-school practices like writing customer names on cups and reintroducing self-serve cream and sugar stations.
THIS is what they think makes Starbucks, Starbucks?
Let’s be real: Starbucks has completely missed the mark. The world has moved on, and yet, they’re reaching back to outdated gimmicks rather than addressing the real challenges their business is facing. Meanwhile, their competitors—both big and small—are eyeing the opportunity to redefine what a coffee shop should be in today’s world.
The reality is, Starbucks doesn’t need a nostalgia play. They need a reinvention. And if they’re not careful, another coffee brand will beat them to it.
Why Starbucks Is Getting It Wrong
In the pre-COVID era, Starbucks was more than just a coffee chain—it was a gathering place. Whether you were meeting a friend, working remotely, or sealing a business deal, Starbucks offered a “third place” between home and work.
But then the pandemic hit, and everything changed. Customers embraced mobile ordering, drive-thrus boomed, and Starbucks responded by removing seating, blasting music to discourage lingering, and prioritizing efficiency over experience. In doing so, they abandoned what made them truly valuable to their customers.
Now, instead of evolving with the times, they’re regressing—bringing back cup names and condiment bars as if that’s the magic formula.
Spoiler alert: it’s not.
Starbucks is facing a steep decline in foot traffic, frustrated customers who feel the magic is gone, and growing competition from boutique coffee shops and co-working-friendly cafes that get it.
The big question: If Starbucks won’t adapt to the Post-COVID reality, who will?
What the Future Coffee Shop Should Look Like
If Starbucks (or any smart competitor) wants to win over today’s coffee drinkers, they need to focus on what customers actually want now.
Here’s how I’d help them—or any coffee brand—step into the future:
1. Embrace the Co-Working Revolution
People aren’t coming to Starbucks just for coffee anymore; they’re coming to connect and work. Whether it’s a freelancer, a startup team, or friends catching up, they need a comfortable, functional space.
The solution?
Redesign stores to include more seating, more outlets, and quieter zones.
Offer reservable private meeting spaces to create new revenue streams.
Introduce membership models for regular customers who use Starbucks as their office.
Starbucks has the potential to be the go-to space for remote workers—but only if they lean into this trend. If they don’t, someone else will.
2. Create a Dual-Experience Store Model
Starbucks’ biggest challenge today is balancing speed and experience. Some customers want to grab their coffee and go, while others want to stay and work. Right now, they’re failing at both.
The fix?
Implement a fast-track pickup section for mobile orders and grab-and-go customers.
Create a dedicated stay-and-work area with better seating, acoustics, and service options.
Imagine how seamless and enjoyable the Starbucks experience could be if they simply designed stores around the different needs of their customers.
3. Leverage Smart Technology for Personalization
Customers expect a personalized experience, and Starbucks has all the data they need to make it happen—yet they’re not using it effectively.
Opportunities Starbucks is missing:
AI-powered order customization suggestions based on purchase history.
Dynamic in-store promotions tailored to individual preferences.
Integration with wearable tech and smart apps to enhance convenience.
Starbucks has the power to make customers feel known and valued, but they’re still stuck on generic loyalty programs instead of true personalization.
4. Elevate the In-Store Experience with Sampling
When was the last time you walked into a Starbucks and got excited to try something new? Probably never.
Starbucks should introduce regular in-store sampling to encourage impulse purchases and improve customer engagement.
By offering tastings throughout the day, they could:
Increase in-store purchases.
Create a sense of excitement and discovery.
Drive social media buzz with new product launches.
They need to make visiting Starbucks an experience—not just a transaction.
5. Reimagine the Starbucks Employee Culture
Here’s a tough pill to swallow: Starbucks employees should be brand ambassadors, not just coffee makers. But too often, customers encounter disengaged or entitled staff.
Starbucks could learn a thing or two from brands like In-N-Out Burger, which have nailed employee training and culture.
The fix?
Invest in better training programs to create true hospitality experiences.
Develop an employee incentive program that rewards exceptional service.
Foster a culture of pride and ownership in each store.
Happy employees create happy customers. It's that simple.
Starbucks Needs to Adapt—Or Face Irrelevance
Right now, Starbucks is at a crossroads. They can either learn from the past and move forward, or they can keep looking backward and risk losing relevance.
The truth is, customers are craving an experience that fits their Post-COVID lifestyles—one that blends convenience with connection. If Starbucks isn’t willing to make those changes, another brand will step up and fill the gap.
If you’re a coffee brand looking to seize this opportunity, let’s talk. The future belongs to brands that listen, adapt, and innovate. The question is: will that be Starbucks—or someone else?
Want to build a coffee experience that wins customers for life? Let’s connect and craft a strategy that works.
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