Starbucks bets its future on ceramic mugs - Quartz

Quartz; The Root; The Inventory ... Starbucks is betting its future on ceramic mugs ... “We reintroduced ceramic mugs and handwritten notes on cups to better connect with customers and elevate ...

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Is the Starbucks ceramic mug Hype real?

The Starbucks ceramic mug hype is real – so much so, CEO Brian Niccol mentioned it three times during the company’s Jan. 28 earnings call. The return of the coffeehouse classic is part of Niccol’s broader “Back to Starbucks” strategy, which aims to reestablish the company as a premium coffee brand. ...

Does Starbucks need a new strategy to win back customers?

“Our financial results were very disappointing, and it is clear we need to fundamentally change our strategy to win back customers and return to growth,” Niccol said. Starbucks CEO Brian Niccol on Wednesday told investors that he plans to overhaul Starbucks’ US locations, adding more comfortable seating, ceramic mugs and a coffee-condiment bar. ...

Are coffee mugs coming back?

On Wednesday, after months of falling sales, its new chief executive, Brian Niccol, offered a more detailed look at his plans to win them back. Coffee condiment bars are returning by early next year, he said. So are ceramic mugs for people who want to hang out in Starbucks’ cafe areas. ...

Will ceramic mugs be available in the café?

Niccol said ceramic mugs would be offered to customers who are staying in the café, and that actions would be taken over the coming months to separate pick-up orders from sit-down orders. He said “common sense guardrails” would be placed on mobile ordering. ...

Why do people use ceramic mugs at the coffeehouse?

“The vibe of the coffeehouse just kind of calms down” when customers use the ceramic mugs, Niccol said. “It just adds another level of, ‘Hey, this is a spot where I can slow down.’” ...

Why did Niccol reintroduce ceramic mugs?

This move comes as the company grapples with a slight sales decline, though it exceeded Wall Street’s revenue expectations. “We reintroduced ceramic mugs and handwritten notes on cups to better connect with customers and elevate the cafe experience for those who choose to stay and work,” Niccol said during the earnings call. ...