Many of the changes were teased late last year, but now that we're a quarter of the way through 2025, let's review all the updates the brand has rolled out as part of a larger plan to achieve the "right vibe."
Handwriting on cups is back
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Previously, only Starbucks Rewards members were eligible for the complimentary drink refill, but not anymore. Now, anyone who orders hot or iced coffee or tea to stay can ask for another cup during that same visit for no additional charge at participating locations.
Downsized its menu
A few of the items to go first were its Iced Matcha Lemonade, Java Chip Frappuccino, White Hot Chocolate, Caramel Ribbon Crunch Crème Frappuccino and Honey Almondmilk Flat White.
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Back in December 2024, Starbucks hinted that it was working on changes to make in-app and mobile orders more efficient, improving "transparency and simplicity." Fast forward a few months and in February 2025, Niccol revealed that there would now be limits on mobile ordering, which would only allow for up to 12 items to be purchased in a single order in an effort to decrease wait times for pickup.
Introduced more sustainable to-go cups
While not all locations are making the move away from plastic cups, many are choosing to adopt more sustainable options and utilizing disposable non-plastic cups made out of a fiber-based paperboard with bioplastic linings (similar to what's used for hot drinks) for to-go orders. Not everyone is a fan, though.
Starbucks used to let people just use their bathrooms or sit in the cafe to study, but that was before January 13, when it unveiled an updated store policy that says non-paying customers would no longer be welcome to sit inside or use the restrooms and that employees would be receiving training to help enforce the controversial new policy.
Removed the fee for non-dairy milk substitutions
Okay so this change didn't happen in 2025, but in the weeks leading up to it. However, according to Starbucks, the decision was a big one as it addressed "the second most requested customization" from customers (behind adding a shot of espresso): Swapping milk for a non-dairy alternative (oat, almond, soy, coconut). Which, like adding a shot, used to come with an added fee up until the company did away with the upcharge in November 2024.
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