Starbucks is giving its cafes a ‘new’ feel. Will it bring back customers?

Starbucks is trying to revive the old-time coffeehouse feel while adding some modern touches, Bloomberg reported.

CEO Brian Niccol explained the move in Wednesday’s shareholder meeting.

“We have a clear path forward,” he said. “This path is grounded in reconnecting with who we are when we’re at our best. We call it ‘Back to Starbucks.’ It’s about focusing on our brand truths and the role we play in the lives of our customers, partners, and communities. It’s about getting those fundamentals right and then building and innovating from there.”

Earlier this year, the coffee giant announced it was dropping some beverages from its menu and limiting its food items in an effort to up the quality.

Now, Niccol revealed plans to enhance in-store seating and increase the number of power outlets available.

Starbucks with the ‘right vibe’

“We’re committed to ensuring our coffeehouses have the right vibe,” Niccol said. “We want to invite customers in, showcase our great coffee, provide a comfortable place to stay, and make them feel their visit was worthwhile.”

The company has also reintroduced ceramic mugs for in-store customers.

Last month, Niccol announced plans to lay off over 1,000 corporate employees and eliminate hundreds of unfilled positions.

Starbucks reported net revenue of $9.39 billion in the first quarter of 2025, slightly down from $9.42 billion year-to-year. Net earnings for the quarter were $780.8 million, a 23.8% decrease from $1.02 billion a year earlier.

Just a day ago, a California jury ordered Starbucks to pay $50 million to a delivery driver who says he suffered third-degree burns after he was handed a hot tea that spilled and scalded him in 2020.

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