Starbucks is bringing back a personal touch to its orders by reviving the practice of manually writing on cups. CEO Brian Niccol announced that the company will provide Sharpies to baristas, allowing them to scribble customers’ names or personalized notes on the cups. This nostalgic tradition had largely been replaced by adhesive printouts during the pandemic.
Niccol believes this small gesture can enhance the customer experience and make it more special. The CEO also discussed plans to better distinguish the in-store experience from mobile ordering. This might mean reserving hand-written messages for those who visit the café.
Niccol estimated that Starbucks would need to purchase around 200,000 Sharpies for this initiative.
Hand-written messages return
Kris Malkoski, a segment CEO at Newell Brands, Sharpie’s parent company, expressed enthusiasm for the collaboration, noting that it aligns with Sharpie’s mission to empower creativity.
This initiative is part of a broader effort by Niccol to refresh the Starbucks experience. Plans include more inviting interiors, the use of ceramic mugs for in-store customers, quicker service, and more customizable drink options. The Starbucks community has reacted with various opinions.
Some employees mentioned they still use markers at their stores, and while it can sometimes be challenging to read fellow baristas’ handwriting, it adds an element of fun to their workday. The return of hand-written notes on cups represents Starbucks’ commitment to blending modern efficiency with personal touches. The company aims to rekindle the warmth and connection that many customers associate with the brand.
