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As companies lean into value offerings and buzzy beverages to lure price-sensitive consumers, Starbucks is doubling down on its plans to get back to basics by leaning into hospitality at its cafes.
The coffee giant aims to stand out on guest experience in a cutthroat consumer environment as it tries to boost lackluster sales.
Last week, the company began training baristas on its new “Green Apron Service” program as part of CEO Brian Niccol’s “Back to Starbucks” plans, which have emphasized friendlier cafes and a human touch like Sharpie drawings on cups. Green Apron Service builds on that, relying on warm and engaging interactions with customers in the hopes of making Starbucks visits a habit.
The program is backed by changes to ensure proper staffing and better technology to keep service times fast. It was born out of growth in digital orders, which now make up over 30 percent of sales, and feedback from baristas.
