Starbucks new free refill perk triples customer traffic in stores: report

Starbucks took a shot in the dark with their new policy, and it’s bean working.The coffee giant has been making moves to rebrand their stores as classic coffeehouses for communities to “sit and stay” — and it’s paying off, according to numbers shared with Axios.At the end of January, Starbucks implemented a new refill policy where customers ordering in-store have to say if they would like their drink “for here” or “to go.”Those who order “for here” get their drink served in a ceramic mug, glass or a personal cup.These people are able to get free refills during their visit on hot brewed or iced coffee, or hot or iced tea.Starbucks revealed to Axios that over the past three weeks, “the number of customers who choose ceramic mugs and glasses to sit and stay in cafes has on average increased by more than 3X in the U.S.”Customers must have their first drink served in one of these reusable cups in order to receive free refills, and no disposable or plastic vessels can get free refills — which is encouraging some patrons to stay awhile.New CEO Brian Niccol — who took the helm back in September — said at the company’s annual shareholders meeting last week that he was “pleased at the early reaction to changes we’ve made from both customers and partners.”These changes come as Starbucks is hoping to increase foot traffic and sales as part of its “Back to Starbucks” initiative, a plan to simplify offerings and return to its roots.The company is “leaning into our coffee culture,” Tressie Lieberman, Starbucks’ global chief brand officer, told Axios.“We’re reestablishing Starbucks as the community coffeehouse and reintroducing Starbucks to the world,” Lieberman added.The coffee giant is aiming to expand their reach, investing in ads on TV and streaming that will “evoke the feeling that ‘I want to go to Starbucks.'”Starbucks has already started to test new designs in select locations, too, bringing back “more comforta...