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    • Sharpies are making a comeback at Starbucks. Here’s what you need to know
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    Sharpies are making a comeback at Starbucks. Here’s what you need to know

    Vaseline Posted on

    “We’re tracking down the Sharpies and we’re going to start writing little notes on the cups again,” Starbucks’ new CEO Brian Niccol told CNBC.

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    After a decline in summer sales, Starbucks is hoping a return to its roots will be the comeback it needs.

    For the first time in more than four years, Sharpies are returning to Starbucks locations.

    “We’re tracking down the Sharpies and going back to writing little notes on the cups,” Starbucks CEO Brian Niccol told CNBC on Thursday. “It may not be everyone’s name… but we will definitely be writing on cups here again in the not-so-distant future.”

    For years, Starbucks baristas wrote orders and customer names on individual cups. But in 2020, during the height of the COVID-19 pandemic, the company made the decision to shut down the practice. Today, customer orders – made in person or via mobile ordering – are indicated by a printed sticker on the side of the cup.

    Surcharge for non-dairy milk will be scrapped

    In addition to the return of Sharpies, Starbucks announced Wednesday that it is dropping the surcharge for non-dairy milk substitutes, including almond milk, coconut milk, oat milk and soy milk. This will be implemented on November 7, when Starbucks’ holiday menu launches.

    The current cost of customizing a drink with a non-dairy substitute is between 70 and 80 cents, depending on the market.

    Worldwide sales fell by 25%

    In its fourth-quarter and full-year financials shared Wednesday, Starbucks reported fourth-quarter net income of $909.3 million. Compared to the same quarter last year, this is down 25% from $1.22 billion.

    Starbucks’ sales in the US and North American locations alone fell by 6% in the July-September period.

    The number of individual transactions fell even more sharply. In North America, customer transactions fell 10% in the fourth quarter. However, this number was partially offset by a 4% increase in the average customer ticket.

    Niccol, previously CEO of Chipotle, was named CEO of Starbucks in August, replacing Laxman Narasimhan.

    Last week, Niccol discussed its “Back to Starbucks” strategy, which aims to simplify Starbucks’ menu, improve its pricing architecture and “ensure every customer feels like Starbucks is worth it every time they shop.” visitors come’.

    This story has been updated because Starbucks provided a response to USA TODAY.

    Mike Snider contributed to this reporting.

    Greta Cross is a national trending reporter at USA TODAY. Follow her on X and Instagram @gretalcross. Story idea? Email her at [email protected].

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