Starbucks Turns to Traditional Advertising to Reconnect with Customers

Starbucks (SBUX) is stepping back into the spotlight with plans to launch a new series of traditional TV advertisements. The coffee giant aims to capture the attention of a wider audience, reaching out to both loyal patrons and potential new customers.

TV Ads to Promote Starbucks Coffee

During the company’s recent earnings call, CEO Brian Niccol emphasized the importance of these ads, stating they remind consumers of the quality coffee Starbucks provides. The ads will feature dynamic visuals showcasing the expertise of agronomists, skilled master roasters, and baristas crafting beverages.

Changes to Customer Experience

Alongside the advertising campaign, Starbucks has announced several customer-focused initiatives. One of the most notable changes will be the elimination of additional charges for non-dairy milk options. In addition, the company plans to revive its condiment bars, introduce self-serve cold brew stations, and provide customers with the option of using ceramic mugs in stores.

To enhance the personal touch of service, Starbucks will equip its baristas with Sharpies once again. However, customers should not anticipate frequent discount promotions, as the company will shift focus away from such offers that can undermine its premium brand image and add stress to staff operations. Niccol mentioned that by implementing “customization guardrails” on menus, they can simplify the ordering process, ultimately benefiting both customers and employees.

Starbucks is dedicated to creating a consistent and pleasurable coffee experience, with a promise of speed and accuracy in service. Customers can expect their drinks to be prepared in four minutes or less while maintaining stable prices through the fiscal year 2025.

Recently, Starbucks also announced the discontinuation of its olive oil-infused Oleato drinks starting November 7, coinciding with the launch of its holiday menu. In addition, the company will be requiring corporate employees to come into the office three days a week beginning in January, with the potential for termination for those who do not comply. Although details on this policy remain vague, the goal is to standardize operations across the organization.

In its latest earnings report, Starbucks revealed that sales had decreased for the third quarter in a row, falling short of Wall Street predictions. The company reported revenues of $9.07 billion and earnings of about 80 cents per share, missing the anticipated revenues of $9.36 billion and earnings of $1.03 per share.

Starbucks, Advertising, Non-Dairy