Starbucks Corporation (SBUX, Financial) appears to be gaining early traction with its initiative to recapture the classic coffeehouse feel. At the company's recent annual meeting, CEO Brian Niccol shared that initial feedback to the “Back to Starbucks” changes has been positive.

On the analyst side, Deutsche Bank reported that interest in returning to Starbucks has grown. A proprietary survey showed stronger purchase intent among respondents for the next three to six months compared with early 2024.

Still, analyst Lauren Silberman noted that while progress is evident, the turnaround is just beginning, and broader economic pressures remain. Interestingly, Starbucks' prices for cold brew and drip coffee are lower on average than those at independent cafés, though they still exceed prices at Dunkin'.

One visible shift: more customers are choosing to stay in-store. Starbucks told Axios that the number of U.S. patrons opting for ceramic mugs or glasses has jumped over 300% in recent weeks.

Niccol's strategy includes simplifying the menu, speeding up checkout, reintroducing condiment bars, and offering free refills to customers who linger. The company has also increased marketing efforts this year, targeting deeper engagement with new and returning customers. Future store enhancements will include more inviting seating areas designed for comfort, work, and conversation.

So far in 2025, Starbucks shares are up 6.3%, outperforming the broader retail sector.