Starbucks is reviving a classic touch in the world of custom drinks: the Sharpie. For years, customers have enjoyed the ability to personalize their drinks with a vast array of syrups, temperatures, and even secret menu items. The rise of printed stickers listing drink modifications seemed to signal the end of handwritten notes on cups, but according to a recent announcement from CEO Brian Niccol, Sharpies will soon make a comeback.
In the 1990s, before the days of printed labels, Starbucks baristas used a secret system to track customizations. It wasn’t the handwritten names or the wide array of abbreviations we see today, but rather the placement of the cups on the counter. A cup’s orientation—whether the logo was facing one way or upside down—was a code for everything from milk preferences to whether the drink was decaf. While this system was functional in simpler times, it became impractical as the range of drink modifications expanded and busy stores faced increased orders.
Fast forward to today, and while baristas have embraced printed labels for precision, the human touch has been missing. In response to customer feedback, Starbucks plans to reintroduce Sharpies as a way to make each coffee experience feel more personalized. Niccol believes that adding this hand-crafted element will encourage more customers to return to in-store orders, offering a nostalgic experience that connects customers with the brand’s roots.
While some may view this as a step back, others see it as a return to the intimate, hands-on approach Starbucks was once known for. The Sharpie revival is expected to be widespread, with 200,000 Sharpies on order to meet demand.
In a time where convenience and automation often dominate, Starbucks’ return to handwriting on cups is a reminder of the brand’s ability to innovate while keeping that personal touch at the forefront. Whether it’s your name written with a Sharpie or a customized drink made just for you, Starbucks is putting the focus back on what makes each coffee experience unique.
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