"Clearly, something is working. Starbucks' latest earnings report on Wednesday showed sales up for the second quarter in a row. This is a reversal of a downward trend over the last 18 months, ever since Brian Niccol, former Chipotle CEO, took over at Starbucks. Niccol's big campaign is "back to Starbucks" - attempting to revive the coffee chain to its glory days as a place people wanted to sit and chat and drink coffee, not just order over an app for pickup or drive-thru."
"The location I went to in suburban Connecticut was completely new inside. (It had relocated from a building across the street in the town center.) So I got to experience what a fresh design looks like in a brand-new store. And you know what? Brian, my boy, you did good. It was a really nice-looking location. There were a few tables with padded chairs or stools, and a back seating section with three different styles of leather chairs."
Starbucks reported sales growth for the second consecutive quarter, reversing an 18-month decline since Brian Niccol became CEO. The "back to Starbucks" campaign focuses on drawing customers back to sit and socialize by simplifying the drink menu, improving speed and efficiency, encouraging baristas to add cheerful cup messages, and refurbishing stores with more inviting seating and added power outlets. New drink experiments like the Iced Caramel Protein Matcha reflect a push into wellness trends. A relocated suburban Connecticut store showcases the refreshed design with varied seating, merchandise shelving, framed art, and an earthy dark green tile behind the barista zone.
Read at Business Insider
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