Starbucks is making an effort to bring back its customers, announcing on Monday that it is reinstating perks such as free in-store refills.

These updates, which include a return to the previous approach regarding store access, are part of the vision by Brian Niccol, the newly appointed CEO and chairman, who expressed his commitment to enhancing customer experience and increasing sales in his statement on January 9.

“Our stores have always meant more than just providing a beverage. A trip to Starbucks should foster connection and happiness, alongside great coffee,” remarked Niccol, who joined from Chipotle in 2024. “While many of our patrons continue to experience this magic, in certain locations – especially in the U.S. – we haven’t always met that expectation. Visits can feel too transactional, menus may seem overwhelming, product quality might vary, wait times can be excessive, and the handoff might feel chaotic. These are areas where we can improve.”

In-house patrons will gain the most from the new and returning coffeehouse features, such as free refills and condiment bars.

Here’s a rundown of other new and returning features at the Seattle-based coffee company, along with details about the company’s updated open-door policy.

Starbucks introduces new and returning ‘coffeehouse amenities’

Beginning Monday, customers enjoying their hot or iced beverages on-site will receive their drinks in a ceramic mug or glass, or in a clean personal cup brought from home. Additionally, they will have access to free refills during the same visit.

Condiment bars are back and will be stocked with milk and creamer, allowing customers to customize their coffee to their preferences. It remains uncertain whether past favorite toppings like cinnamon and nutmeg will return, but YSL News has reached out to Starbucks for clarification.

Starbucks alters its open-door policy

Starbucks has announced a reversal of its open-door policy in all company-owned stores in North America, effective earlier this month. This change means customers must purchase something to be able to stay in the café or use the restroom, as outlined in the brand’s new behavior guidelines.

The open-door policy had been active since 2018 until this revision. The updated code of conduct, which will be displayed in U.S. locations, includes prohibitions against discrimination or harassment, the consumption of outside alcohol, smoking, vaping, drug use, and panhandling, according to Starbucks.

Jaci Anderson, a spokesperson for the company, previously informed YSL News that this policy change is aimed at focusing on paying customers.

“Our goal is to make everyone feel welcome and comfortable in our establishments,” Anderson stated. “Adopting a Coffeehouse Code of Conduct is standard practice among most retailers. This ensures that our cafes, patios, and restrooms are designated for customers and staff. By establishing clear conduct expectations, we can foster a better atmosphere for all.”

Starbucks recognizes that customers may need to use the restroom or connect to Wi-Fi prior to making a purchase, according to Anderson.

“That is perfectly acceptable – our code of conduct is merely about prioritizing our facilities for paying customers during their visit and clarifying the expected behavior in our stores,” Anderson explained.

Contributing: Natalie Neysa Alund,