In recent weeks, more Starbucks customers in the U.S. have chosen to stay in cafés and enjoy their beverages in ceramic mugs and glasses. According to a report by Axios on March 21, this trend has increased more than threefold, based on company data.
The rise in what Starbucks calls “sit and stay” visits comes as the company works to boost foot traffic and improve sales. Customers who choose to drink from a mug or glass can receive a free refill, a perk that appears to be encouraging longer visits.
Tressie Lieberman, Starbucks’ chief brand officer, told Axios that the company is focused on strengthening its role as a community hub.
“We’re reestablishing Starbucks as the community coffeehouse and reintroducing Starbucks to the world,” Lieberman said.
To support this effort, Starbucks is investing in marketing campaigns, including TV and streaming commercials, to create a sense of excitement about visiting its stores.
The company also told Axios that it plans to reintroduce more comfortable seating and redesign store layouts to make cafés inviting places for customers to sit, work, and meet. Additionally, Starbucks aims to create clearer distinctions between café spaces and mobile order pickup areas.
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