In a recent letter to employees, Starbucks' new CEO Brian Niccol candidly acknowledged the company’s biggest issue: "We have drifted from our core." That simple sentence captures a challenge many hospitality businesses face as they grow and adapt. For Starbucks, a brand deeply woven into communities, this drift has led to inconsistent customer experiences and a fading of its premium coffeehouse identity.

This lesson isn’t unique to Starbucks. In the hospitality industry, where customer experience is everything, staying true to your core values is essential. As someone who worked at Starbucks during a pivotal moment in the company’s evolution, I’ve seen firsthand how much brand identity matters—and how easily it can slip away if you’re not careful.

What Does It Mean to Drift from Your Core Values?

When Starbucks first started, its mission was simple: serve great coffee and create a welcoming space for connection. Over time, as the company grew, that mission became harder to maintain. The brand became more transactional, with complex menus, longer wait times, and less of that personal, cozy experience that originally defined it.

This is what Niccol means by “drifting from our core.” Hospitality businesses, in particular, can find themselves pulled in too many directions—chasing trends, expanding too quickly, or focusing too much on efficiency.

These moves can cause a business to lose touch with the values that made it successful. For Starbucks, it’s meant customer dissatisfaction and a struggling brand image.

“Can I Get Your Name?” Starbucks’ Early Days

I worked at Starbucks in San Diego County when I was in college, right around the time they started adding names to the drinks. It was a small change, but it had a big impact. Customers felt seen. It wasn’t just a “grande drip” anymore—it was “Sarah’s grande drip.” For regulars, this personalization became part of the experience. We knew their names, not just their orders, and that created a sense of community.

Starbucks had a clear rhythm back then. Mornings were all about commuters, grabbing coffee and rushing off. Late mornings? Groups brainstorming over lattes or parents sitting with their kids on the comfy couches. Afternoons meant Frappuccinos for the kids, and evenings brought friends meeting up after work. Each part of the day had its own vibe, and it felt like a place to connect.

Fast forward to today, and things feel different. App orders and to-go cups mean less interaction, and while there’s time saved, the connection has faded. Starbucks has become efficient, but the sense of community—the core of what made it special—has drifted.

Why Staying True to Core Values is Critical for Hospitality

For hospitality businesses like Starbucks, the customer experience is everything. When you start drifting from the core of what makes your brand special—whether it’s quality, personal connection, or atmosphere—customers notice. Hospitality is built on relationships, and when those relationships become purely transactional, you lose more than just sales; you lose trust and loyalty. Unique brand passions are what set a brand apart and create a community.

Niccol understands that to reclaim Starbucks’ premium identity, the company needs to focus on what originally set it apart: a welcoming space and exceptional, handcrafted coffee. This isn’t just about profits—it’s about restoring the experience that customers loved and expected.

How Starbucks Plans to Reclaim Its Core Identity

Niccol has outlined a plan to bring Starbucks back to its roots, focusing on the essentials that made it a beloved brand. Here are the key steps Starbucks is taking:

1. Streamlining Operations for a Better Customer Experience

One of Starbucks' biggest challenges has been operational inconsistency. Customers have complained about long wait times and chaotic handoffs. By simplifying menus and refining operations, Starbucks aims to deliver a smoother, more consistent experience. Baristas will have more time to focus on crafting quality drinks, and customers will benefit from faster service and fewer errors.

2. Revamping the In-Store Experience

The Starbucks experience is about more than just coffee—it’s about the atmosphere. Niccol plans to revamp store layouts, making them feel more inviting and comfortable, rather than just places for quick transactions. Hospitality businesses, especially, can’t afford to let their environments become sterile. A well-designed space invites people to stay, connect, and enjoy the experience.

3. Reducing Promotions and Focusing on Quality

In recent years, Starbucks leaned heavily on promotions to attract customers, but this approach has diluted its premium brand image. Niccol plans to cut back on discounts and focus instead on consistent quality. Hospitality businesses thrive when they offer value beyond price. By focusing on experience and product quality, Starbucks hopes to remind customers why it’s a premium brand—not because of deals, but because of the value it delivers.

Why Has Starbucks Drifted From Its Core?

• Starbucks' rapid growth and expansion led to a more transactional business model. As the company tried to cater to more customers and offer more products, it lost focus on the personal, community-driven experience that originally defined the brand.

How Will Starbucks Reposition as a “Premium” Brand?

• To reposition as a premium brand, Starbucks will streamline its operations, improve customer service, and focus on creating a consistent, high-quality experience across its stores. This includes cutting back on discounts and focusing more on offering a memorable in-store experience.

What Can Other Businesses Learn From Starbucks’ Journey?

• Starbucks’ experience shows that businesses should regularly evaluate whether they are staying true to their core values. Expanding or changing your business model can be tempting, but if it leads to losing the qualities that made you successful, it can harm your brand. The key is finding a balance between growth and staying connected to your original mission.

Why All This Matters for Hospitality Businesses

Starbucks' journey back to its core values is a powerful reminder for anyone in hospitality. When you drift from the things that made your brand successful—whether that’s quality, connection, or experience—you risk losing not just customers, but the loyalty that sustains your business long-term.

In hospitality, where relationships are everything, it’s not just about how fast you serve or how efficient you are. It’s about how people feel when they interact with your brand. Starbucks is learning this lesson the hard way, but it’s a lesson worth paying attention to.

A Lesson in Staying True to Your Brand

Starbucks’ push to return to its roots is a reminder that every business, no matter how big or small, can lose its way. It’s easy to get caught up in the day-to-day—responding to market shifts, adding new products, chasing trends. But if you’ve drifted from what made you successful in the first place, it’s time to hit pause and refocus. What do your customers really love about you? Is it the experience you offer, the quality of your product, or the way you make them feel seen and heard? Whatever it is, get back to it. Because at the end of the day, that's what keeps people coming back.