- Starbucks Brian Niccol cannot get enough ceramic cups for the chain for the store in the store.
- He mentioned them three times in a Tuesday’s profit call, during which the series reported a 4 % decrease in sales.
- Rarcped cups are part of Niccol’s efforts to make Starbucks a more attractive place.
Brian Nicole cannot get enough Ceramic Starbucks cups.
Since Chipotle’s CEO has moved for the higher position in September, he focused on making Starbucks more invited to clients to hang out.
Niccol has made many changes, including more comfortable chairs in cafes and customer service coffee in ceramic cups again.
In the company’s profit call on Tuesday, he raised the cups three times.
He said in his opening data: “We have re -presented ceramic cups and handwritten notes on cups to communicate better with customers and raise the cafe experience for those who choose to stay and work.”
Then he formulated the term “Hug Hug”, referring to customers who enjoy their coffee in cafes.
Nicole said: “They are adhering to this ceramic mug and enjoying their moment in the cafe, and there is not all this crowding around the meter. Therefore, it is just a more fun and peaceful coffee experience.”
He said that the series is working to remove an anti -flood of mobile phone orders.
Close to the end of the call, he said that the ceramic cups and other “For-Here” tables make the customer feel that Starbucks is a place where “slowing”, communicating with others or taking some time for themselves.
It is not clear when Starbucks stopped serving coffee in the store in cups. The company continued to use it in some stores, including internationally. The company’s annual reports appeared last pictures of ceramic cups in 2006, after which they showed available cups and bags.
The company did not respond to the BI request for comment.
Starbucks cups were a large part of their brand identity. November 17 formulated “Red Cup Day”, when customers can get 16 ounces red cups with a vacation drink.
Starbucks work on a large number of changes
In an internal note obtained by BI on Tuesday, the series directed the employees to start writing letters to customers on one -use coffee cups.
“Handwream notes on our cups have proven that they are a simple work, but it is useful that enhances the moments of communication with our customers.” “To build on this, we update our expectations to write on cups. Starting from 2/24, the expectation will turn into a dedicated note on all cups.”
The company suggested that the employees write a simple confirmation, such as “you are amazing” or “hello again” for the waiting.
It seems that the coffee chain, which was struggling with the sliding sales in the last quarters, appears to be. Similar sales decreased by 4 % for the quarter ending on December 29, the company He said On Tuesday, a smaller decrease than analysts expected.
In the profit call, the Niccol and Starbucks President said that other changes prescribed for this year include reducing the number of elements in the list, offering a new algorithm to portable requests, and adding digital menu panels.
The shares of the company were flat after hours. 6.7 % increased last year.
