Some people start their day with a cup of coffee. Others, like me, keep the momentum going with a second—or sometimes even a third—stop at Starbucks before the day is done. Call it dedication, call it routine, but there’s no denying that my relationship with Starbucks has been a long one. As someone who has been a loyal customer since the early days, I’ve seen the brand evolve over time. From its humble beginnings as a place to grab a well-crafted cup of coffee to becoming a fast-paced, efficiency-driven chain, Starbucks has seen many transformations. But on a recent visit, I noticed something different—something refreshing. The Starbucks experience is changing once again, and this time, it’s returning to its roots.
Under its new leadership, Starbucks is embracing the essence of hospitality in a way that feels authentic and intentional. With Brian Niccol stepping in as CEO in September 2024, it’s clear that a renewed focus on customer experience is taking shape. The menu boards have a fresh, refined look. Customers who choose to enjoy their coffee in-store are now served in real glass mugs. The atmosphere feels warmer, more inviting—less like a transactional stop and more like the true coffeehouse experience that originally defined Starbucks.
As a real estate developer and business owner, I know firsthand that customer experience is everything. The success of any brand, especially one built on hospitality, hinges on its ability to make people feel welcomed, valued, and part of something greater. A coffee shop isn’t just a place to get caffeine—it can serve as a “third place,” a concept coined by American sociologist Ray Oldenburg. He described third places as those spaces outside of home (the first place) and work (the second place) where people go to converse, connect, and build a sense of community.
This shift back to the fundamentals of good hospitality, customer service, and community is a smart move. In an era where automation and speed often take priority in our lives, Starbucks is recognizing the importance of slowing down, offering a moment of pause, and creating an experience worth savoring.
I’ve always appreciated a well-made coffee, and my go-to Starbucks order—a cortado with a splash of oat milk and brown sugar—is something I enjoy not just for the taste, but for the ritual of it. That ritual feels very different now, in the best way. Taking a moment to sit down, I sipped from a real glass, and enjoyed the ambiance that wrapped me in warmth—the rich aroma of espresso, the quiet hum of conversations, the gentle clink of mugs—all blending into a rhythm that settled me deep in my core, inviting me to savor the moment. This is what makes a true coffeehouse so special.
LRE & Companies has proudly partnered with Starbucks for years, and I’ve always admired their ability to evolve while staying true to their core values. Seeing this latest transformation reminds me why our partnership has been such a strong and natural fit—we both understand that success isn’t just about expansion, it’s about creating spaces that people want to return to, time and time again.
It’s a lesson in leadership and brand stewardship. When a company grows, it’s easy to lose sight of the very things that made it special in the first place. The right leader understands that success isn’t just about revenue; it’s about staying true to the principles that the brand was built upon. For Starbucks, that means great coffee, a welcoming environment, and a continued commitment to building community.
Seeing this evolution firsthand reminded me why I fell in love with Starbucks all those years ago. It’s no longer just a quick stop for a cup of coffee—it’s once again a place where people gather, unwind, and connect. In today’s fast-moving world, that kind of space is more valuable than ever.
And for any business leader, it’s a powerful reminder: Sometimes, the best way forward is to go back to the basics.