Some customers think the coffee chain has drifted too far from its core, according to Niccol.
He's betting that more personal touches — including bringing back Sharpies to write customer names or messages on cups — will bring customers back to cafes.
Starbucks CEO Brian Niccol said the coffee chain plans to buy roughly 200,000 Sharpie markers as part of his plan to take the coffee chain back to its roots.
For decades, Starbucks positioned itself as a place to linger, but the company has lost that sheen over the years.
Shares of Starbucks have risen roughly 1% this year, trailing the S&P 500's gains of 22%.
Persons:
Sharpies, Brian Niccol, Niccol, we've, CNBC's, it's, — CNBC's Jacqueline Corba
Organizations:
Starbucks, Staples
Locations:
Manhattan , New York, U.S