Core Insights - Starbucks has reported a positive turnaround in sales for the second consecutive quarter, reversing an 18-month downward trend since Brian Niccol took over as CEO [2] - Niccol's strategy focuses on revitalizing the Starbucks experience, encouraging customers to enjoy the ambiance rather than just using the app for quick orders [2] Company Strategy - The company has implemented several changes, including streamlining the drink menu, enhancing efficiency, and refurbishing locations to create a more inviting atmosphere for customers [3] - New store designs feature comfortable seating and aesthetic improvements, aiming to attract customers back to the "third space" concept of coffee shops [6][7] Customer Experience - The updated menu now emphasizes "Coffeehouse Classics," simplifying choices for customers and moving away from overly complex drink options [10] - Despite efforts to enhance the in-store experience, some customers still exhibit behaviors that detract from the desired coffee shop atmosphere, indicating a need for cultural adjustment among patrons [9]