Key Facts
- ✓ Starbucks stock declined by more than 5% in 2025, while the broader market increased by over 16%.
- ✓ CEO Brian Niccol removed 13 complicated drinks from the menu, including the Caramel Ribbon Crunch Crème Frappuccino.
- ✓ The company introduced a plan to offer more late-afternoon snacks, modeled after European 'appertivo' menus.
- ✓ A new mandate required baristas to write cutesy messages on cups to foster 'genuine human connection.'
Quick Summary
2025 was a pivotal year for Starbucks as CEO Brian Niccol implemented his 'Back to Starbucks' strategy. The company faced a rocky financial period, with stock value dropping over 5% while the broader market rose. Significant operational shifts occurred, including a menu slim-down and the introduction of new food items. The most debated initiative involved forcing baristas to write on cups, which drew mixed reactions from employees and customers.
Financial Performance and Strategic Vision
The first full year of Brian Niccol's leadership concluded with mixed financial results. By late December, Starbucks stock had declined by more than 5% over the past year. This performance lagged significantly behind the broader stock market, which had increased by more than 16% during the same period.
Niccol's strategic vision focused on returning the chain to its roots as a destination coffee shop. The goal was to encourage customers to sit and stay rather than treating the location solely as a drive-thru for mobile-ordered sugary drinks. This shift influenced several operational changes throughout the year.
"We believe in the power of genuine human connection — and we know that even the smallest gesture, like a handwritten note on a cup, can spark joy for our customers and partners [employees] alike."
— Starbucks spokeswoman
Menu Overhaul and Pricing Adjustments
A major component of the 2025 strategy involved simplifying the menu. Starbucks removed 13 unpopular and complicated drinks. Specific items cut included the Caramel Ribbon Crunch Crème Frappuccino and the Royal English Breakfast Latte.
In addition to removing items, the company expanded its food offerings. A plan was introduced to provide more late-afternoon snacks, similar to the 'appertivo' menus found in European locations. Testing included savory and sweet options, such as a falafel wrap. Furthermore, pricing changed for customizations; charges for extra syrups and powder add-ons increased. This change reflected a philosophy learned from Niccol's time as Chipotle CEO, emphasizing that extras like guacamole incur additional costs.
The Cup Writing Controversy 📝
The most polarizing change of 2025 was the mandate requiring baristas to doodle or write cutesy messages on customer cups. While some employees reportedly did not mind the task, many online discussions featured employees and customers describing the policy as onerous and silly.
A Starbucks spokeswoman provided a statement regarding the policy, explaining the company's intent: "We believe in the power of genuine human connection — and we know that even the smallest gesture, like a handwritten note on a cup, can spark joy for our customers and partners [employees] alike."
Critics of the policy argued that during busy store rushes, time spent drawing on cups was inefficient. They contended that neither employees nor customers wanted to wait for the extra step, describing the forced whimsy as 'cloyingly saccharine.' The debate highlighted a tension between corporate branding goals and operational efficiency on the floor.
Looking Ahead to 2026
As Starbucks moves past the changes of 2025, customer anticipation for 2026 is already building. While the company navigates the fallout from the cup writing policy and menu adjustments, some consumers are looking for the return of specific legacy items. Requests have already been noted for the return of the triangle-shaped espresso brownies, signaling a continued desire for familiar favorites amidst the ongoing corporate transformation.
