Message from Brian Niccol

To everyone who shares a Starbucks moment with us, 

Most of life happens in small moments. On the way to work. Between tasks. With a quick hello. Starbucks was built for those moments.  

From the beginning, we believed coffee could be more than fuel. It could serve a pause, a quick ‘hello’, a conversation. As Howard Schultz walked the streets of Milan and watched people linger over fresh pulled espresso — talking, laughing, in the moment — he saw something novel: a third place where time slowed just enough to feel connected. 

That human truth gave life to Starbucks and the community coffeehouse we strive to be today. That connection and belonging our green apron partners foster with every cup are what truly set us apart.

And as we get back to Starbucks, we’re committed to delivering you the very best of who we are. 

That means serving you with detail and intention. Local baristas who know you by name. Warm aromas that welcome you. Music that sets the mood. A great cup of coffee, made just for you. The perfect chair to relax and unwind. And that first sip that slows time.  

At Starbucks, we craft the world’s finest coffee, served with a moment of connection. We offer choices you love, whether it’s a seasonal favorite or our classic Pike Place. We make ordering effortless, so it feels like the experience is yours alone. And when we do it right, a visit to Starbucks offers you a moment of joy that makes your daily ritual feel complete. 

We know that some days you need a place to linger. Whether it’s with a ceramic mug, a quiet corner and a comfy seat that makes time with your child, a moment to yourself or a good conversation feel just right. And other days you need something quick and convenient. A drive thru pick-up or a ready mobile order served by a familiar face. We’ve been working to make both kinds of days better, with thoughtful updates to our cafes and a renewed commitment to serve you with consistency and care. 

Whatever you choose, know you belong. Because the soul of Starbucks is you. 

What has always set us apart isn’t just what we serve. It’s how you feel when you choose to make us part of your day. I’ve visited other coffee shops, and I often see pieces of the Siren. But when we’re at our best, no one does it just like us. 

So, in a world that’s gotten louder, faster and more demanding, it’s our promise to do right by you. To welcome you into our community coffeehouses with a smile. To personalize your beverage, so it’s just right. To serve you on time, every time, with world-class green apron service however, whenever and wherever you choose. And to listen, do better and make it right, should we ever fall short.  

We’re committed to offering you the best of who we are. And to make every visit to Starbucks feel worth it, all year, all day, every day. Because we know these small moments in life matter more than ever. We’ve captured moments just like this in our new ad spot, “Together,” featuring real customers and partners in Starbucks coffeehouses across the country. From morning rituals and midday meetups to evening stay-a-while moments, it shows the authentic joy and connection that turns our great coffee into so much more. 

Thank you for choosing Starbucks. And thank you for letting us be part of your day.  

With appreciation, 
Brian Niccol