Starbucks: Starbucks wants to feel more personal. But is the magic marker masking a deeper problem?

Sharpies, smiley faces, and ceramic mugs are part of Starbucks' comeback plan. But as the brand leans into feel-good fixes, baristas are asking a different question: who exactly is this helping?When Brian Niccol took the reins as Starbucks CEO, he inherited a brand with a cult following - and a growing identity crisis. Once the world's most beloved 'third place,' the coffee giant had become synonymous with long wait times, bloated menus and staff burnout. Now, under Niccol's leadership, Starbucks is trying to reconnect with its roots: warm service, personalised touches, and the kind of human connection that built its empire in the first place.The strategy? Smiley faces and Sharpies.Read more here