Last month, Starbucks announced that it’s going back to writing customers’ names on their coffee cups. The move is part of an effort by incoming CEO Brian Niccol to personalize the coffee experience at the multinational, and is a reversal on the printed stickers Starbucks implemented during the COVID-19 pandemic.
But does having their name scrawled on their cup really make a difference to most customers? Is it a genuine gesture that prioritizes the human touch, or just a performative gimmick from a large corporation? We talked to leaders at several coffee shops across the country to get their take.
Most coffee shops—especially those with multiple locations, or which accept orders via mobile apps or websites—have digital ticketing systems within their point of sale software. These digital tickets include customers’ names, and printed versions are kept with their food and beverage orders as they’re prepared. For businesses that use such software, writing a name on a cup can be a redundant step.
“For Klatch Coffee, printed stickers versus writing the name isn’t really the important distinction,” says Klatch Coffee’s Director of Retail, Holly Perry. “What’s important are factors like baristas taking the time to remember the names of their repeat customers, and getting to know them as a person, not a transaction.” Although baristas at Klatch don’t normally write customer names on cups, they might write “happy birthday” or “congratulations” for regulars based on the conversations they’ve had.
At Academic Coffee Company in San Jose, owner Frank Nguyen and his team have used a digital ticketing system for the past seven years so that baristas can see incoming orders and stay organized. “When it gets busy, we write names on cups using scentless markers so that orders don’t get mixed up,” he says. “Our baristas know most of our customers by name, though, so we rarely get a mix-up.” (While Starbucks famously uses Sharpies, scentless markers are preferable for some, as they don’t affect the aroma or drinking experience.)
Nguyen says he isn’t impressed by Starbucks’ announcement. “Most cafes have been doing that forever,” he says. “So it does seem a little gimmicky that they’re choosing to do it now.”
Devoción Coffee keeps things analog across its five cafes in Brooklyn and Manhattan. “We still call out customers’ names the old-fashioned way,” says founder Steven Sutton. Baristas write guest names on order tickets, but not on the cup itself. “We still do a controllable volume of business as a boutique coffee shop. That allows us to just call out a customer’s name aloud and not worry about them getting the wrong order or taking the wrong cup,” he adds.
Sutton says he thinks the Starbucks move is an attempt to be more personable and intimate. “I’m actually not sure of the benefit of writing it on the cup versus printing the ticket and calling out the name, but I do agree calling someone’s name makes it a better experience.”
Ryan Castelaz remembers writing names and drawing little pictures on cups when he started Discourse Coffee in Door County, Wisconsin. Once the company moved to Milwaukee and its volume increased, it converted to Square KDS for order tickets. “I both hate the look and feel of printed tickets on cups,” Castelaz says. “It’s an unfortunate textural experience to hold, and the psychological interpretation is that of mass-market, assembly-line coffee.” He says he thinks the Starbucks move is meant to feel nostalgic and authentic, although he’s a little skeptical on how it will play out and if it will affect sales.
“I feel like this move comes at a precise contrast to what Starbucks has become,” he says. “Many Starbucks consumers chose Starbucks due to their ability to make endless customizations to their orders. Will the written name be above the printed tickets of these customizations? Simultaneously, Starbucks had set a sub-four-minute drink time goal, which feels in stark opposition to this initiative. I’m curious to see how this all plays out.”
Many of the specialty beverages at Discourse are quite elaborate, and during busy times the business has two baristas on staff. One barista pumps out shots, preps cups, and expedites orders, while the other steams milk, pours, and garnishes. This allows time for the second barista to spend a special moment with the guest, even at peak volume. Although they no longer write names on cups, the company’s baristas still often draw cute pictures during slower times. And, as Castelaz says, they always call guests by name, look them in the eye, and wish them well when they come to grab their drinks or food.
“We love taking a moment to connect with our guests about the drink they are about to experience, explaining the layers of flavor they are to expect with each sip,” Castelaz says. “This brief moment of authentic connection allows us to instill an element of heartfelt sincerity to the guest experience, while adding a richness to the taste experience by providing a road map of flavors and aromas to be on the lookout for.”
