Starbucks believes its comeback lies in becoming the ‘best customer service company in the world’

Starbucks says it will continue its focus on improving the customer experience as part of its multi-year turnaround plan.  

In July, the company rolled out its new Green Apron Service program as a part of CEO Brian Niccol’s “Back to Starbucks” turnaround plan. This week, Niccol said that customers have already noticed a shift in the cafes’ atmosphere in the few months since the investment, particularly the welcoming staff and personalized interactions, such as the return of Sharpie-written names on cups. 

During its 2025 fourth-quarter earnings report on Wednesday, the coffee chain’s global same-store sales increased by 1%, mostly lifted by international markets like Canada and China. Starbucks’s same-store sales in the U.S. were flat. However, the company said new fall items and various customer service improvements helped boost sales in September.

“Our intent is to become the world’s best customer service company,” Niccol said on the conference call. “To do this, we’ll double down on Green Apron’s service by empowering our leaders in and above the coffee house.” 

Starbucks believes its comeback lies in becoming the ‘best customer service company in the world’ – Modern Retail