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Since Starbucks announced it was hiring former Chipotle CEO Brian Niccol as its new Chairman and CEO this past summer, the brand has been in the news for quite a few changes. With Niccol’s “Back to Starbucks” initiative, he’s looking to drive customers back into the stores and enhance their experience.
In October, Starbucks announced it would no longer charge customers for alternative milks—including almond, oat, coconut, and soy—allowing for a 10 percent decrease in the price of coffee. While many customers were thrilled to learn their daily coffee would be cheaper, Starbucks’ most recent change didn’t elicit the same response.
Earlier this month, Starbucks introduced a new Coffeehouse Code of Conduct that redefined the “customer” and ended a years-long “open door” policy at the coffee chain. Now, instead of anyone being able to use Starbucks’ bathroom, WiFi, and common space—whether they purchase something or not—the coffee shop and its amenities will be reserved for paying customers only.
Now, as the new Coffeehouse Code of Conduct is going into effect nationwide, Starbucks is announcing a new perk for its newly defined customers—and it’s one most people will be happy about.
Starbucks Introduces In-Store Glassware and Free Refills
Beginning Jan. 27, all Starbucks customers will be asked if they would like their order for here or to go—similar to other fast food joints. If customers request “for here,” their order will be served in a reusable coffee mug or glass—or clean personal cup they brought from home—similar to how local coffee shops serve drinks, as well as Starbucks stores in other countries.
If they choose to enjoy their coffee or tea in the cafe, customers will also be eligible for free refills. The new policy gives free refills to all Starbucks customers—a change from the previous policy, which only granted free refills to Starbucks Rewards members. However, the free refill can only be redeemed if the original order was served in “for-here ware or a clean reusable cup,” according to the Terms of Use. Additionally, free refills are not available for Cold Brew, Nitro Cold Brew, Iced Tea Lemonade, Flavored Iced Tea, and Starbucks Refreshers.
In addition to the new glassware, Starbucks is also bringing back its condiment bar, which was removed during the COVID-19 pandemic. The condiment bar allows customers to customize their beverage with a variety of milk, creamer, and sweeteners free of charge.
It’s clear Starbucks is working to emphasize its role as a coffee house, rather than just a drive-thru coffee chain you swing through for convenience. After the new changes in January, Niccol still says there is “much more work to do” to fulfill his “Back to Starbucks” mission. But, if it already means giving customers cheaper coffee and more free drinks, we’re interested to see what’s next.
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