Starbucks is reintroducing the practice of writing customers’ names on coffee cups—a move aimed at bringing a personal touch back to its brand. Originally adopted in 2012, this tradition was paused during the pandemic in favor of printed labels. Now, under the guidance of CEO Brian Niccol, Starbucks is bringing back the practice as part of an effort to strengthen its community-focused, premium brand identity. Niccol emphasized that the goal is to foster meaningful, personal connections, positioning Starbucks as more than just a coffee shop but a place for people to connect.
Reintroducing handwritten names may seem small, but it represents Starbucks’ broader mission to elevate the customer experience. While label printing is faster and reduces error, writing names by hand helps customers feel known—a unique and memorable element in a brand known for its human touch. Niccol’s approach involves careful planning and a commitment to customer experience at every level, from the CEO to baristas, showing that a premium brand experience isn’t accidental—it’s deliberate. For Starbucks, even small details like 200,000 Sharpies are part of creating that sense of connection.
