Starbucks launched its holiday menu and merchandise on November 6, including the highly sought-after glass bear cup. The chain said it was the highest sales day ever in its North American region.
On November 13, Starbucks celebrated its annual “Red Cup Day,” a memorable day for the coffee giant. CEO Brian Niccol said, “We have welcomed the strongest ‘Reusable Red Cup Day’ in company history.”
In an internal memo shared with USA Today, Niccol wrote, “This is incredible. When we put the customer at the center and empower our partners in green aprons to deliver super customer experiences in every store, we achieve unimaginable success.”
Niccol mentioned that Starbucks set a sales record on November 13 during the “Red Cup Day.”
Since Niccol took over as CEO of Starbucks in September 2024, after leaving Chipotle, he has been planning and executing the “Return to Starbucks” strategy. The strategy includes streamlining and refreshing the menu to reduce customer wait times and enhance service quality, opening new stores, renovating some stores, and closing some stores.
Additionally, on November 13, some Starbucks stores faced a “Red Cup Strike” organized by the Starbucks Workers Union. The union represents some Starbucks baristas and their strike coincided with the “Red Cup Day” when Starbucks offered free limited edition reusable holiday red cups.
Starbucks stated that the strike affected less than 1% of stores, with the vast majority of its over 10,000 company-owned stores operating normally to serve customers.
Despite this, Niccol expressed optimism about the start of the company’s holiday season.
In a memo, he wrote, “The most impressive thing is the atmosphere in our coffee shops. The staff is well-equipped, leadership is engaged. Partners work together, enjoy their work, and have good interactions with customers. Orders are prepared meticulously, and service is timely. Our coffee shops are filled with warmth, enthusiasm, and joy.”
Niccol stated that this growth demonstrates that the “Return to Starbucks” strategy, including the “Green Apron Service” program aimed at enhancing employee experience and customer service, is working, and customers are taking notice.
“This is the embodiment of the Green Apron Service philosophy. It’s not just about what we offer, but how we serve. Every smile, every greeting, every message on a cup is crucial. Our holiday special drinks and reusable red cups attract customers, but what truly makes them come back is the experience created by our partners,” Niccol continued.