Starbucks is seeing strong results from its investments in customer experience, including better in-restaurant service and a revamped loyalty program, according to CEO Brian Niccol. The company’s Starbucks Rewards program grew 0.5% quarter over quarter to 35.8 million active U.S. members.
The Free Mod Monday perk, which allows customers to modify their drinks for free, has been particularly successful, with one-third of customers who tried a drink modification reordering it again in the following weeks.
Turning Engagement into Rituals
Niccol said on a Q3 2026 earnings call that the company’s efforts are turning engagement into rituals and deepening customer connection that fuels long-term growth. He noted that the company’s brand flywheel is working, with customers creating experiences they’re excited about.
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The company’s global comparable store sales rose 7.9% year over year in the third quarter of 2026, with U.S. comparable store sales growing 7.9% year over year as well. This marks the fourth consecutive quarter of positive global comparable sales.
Niccol attributed the success to the company’s Back to Starbucks plan, which focuses on improving customer experience and connection. He said it’s clear proof that the plan is working and that the company’s mission is built on a simple belief that an extraordinary cup of coffee, human connection, and a great customer experience matter.
The company’s Green Apron Service model, launched last August, has also been successful in delivering more consistent experiences for customers. The model introduced fresh operating standards and a new staffing and deployment model.
One of Niccol’s early initiatives as CEO was improving throughput, particularly in light of the popularity of mobile ordering. The company has since achieved its target service times of four minutes or less at every access point, despite growing transaction counts.
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Niccol emphasized the importance of customer connection and trust, saying that when the company gets it right, customers feel it in their experience. He noted that the company earns trust with every cup served and becomes more than just a great coffee company, but a place where people connect.
The company will continue to focus on service and speed in the future, with Niccol saying that the company’s investments are paying off and that more customers are choosing Starbucks more often. Partners are creating more moments of connection, and the brand is becoming more visible, relevant, and loved.
Starbucks’ turnaround is underway.
