Starbucks’ return to roots plan involves 200,000 markers | Wilnesh News

Starbucks Chief Executive Brian Niccol said the coffee chain plans to buy about 200,000 Sharpie markers as part of his plan to return the coffee chain to its roots.

He believes more personal touches – including returning to markers to write customers’ names or messages on cups – will draw customers back to the cafe. The company’s sales have declined for three consecutive quarters. Starbucks reported on Wednesday that traffic at its U.S. stores fell 10% in its latest quarter.

Nicol said some customers feel the coffee chain has strayed too far from its core.

As the company develops a more comprehensive turnaround strategy, Nicholl also unveiled some of the first steps the company is taking to rebuild the Starbucks brand in the domestic market. But even something as small as a marker is no easy task for Starbucks, which has nearly 17,000 stores in the U.S.

“I think the number I’m hearing is something like close to 200,000 markers that we have to track down,” Nicol told CNBC’s “Squawk Box.” “Unfortunately, it’s not like going to Staples. It’s as simple as buying some markers.”

Other changes to American cafes include the return of ceramic mugs, condiment sticks and cozy furniture.

Nicol, who joined the company in early September, said he hopes the chain will once again become a “third place,” referring to the concept of a place to work and socialize outside of the home or office.

For decades, Starbucks positioned itself as a place worth lingering, but over the years, the company has lost that luster.

Nicol also plans to improve store staffing and reduce service time to less than four minutes per order.

Starbucks shares are up about 1% this year, lagging the S&P 500’s 22% gain. The company has a market capitalization of $110 billion.

—CNBC Jacqueline Koba contributed reporting to this story.