As companies focus on value offerings and trendy drinks, Starbucks is prioritizing hospitality at its cafes to boost sales. The “Green Apron Service” program emphasizes warm, engaging interactions with customers to make Starbucks visits a habit. CEO Niccol’s turnaround plans will be evaluated when earnings are reported after market close Tuesday.

Starbucks is investing heavily in the Green Apron Service program, the largest hospitality investment the company has made. The program includes Smart Queue technology to enhance staffing and scheduling for better service quality. Success will be measured by customer experience scores, foot traffic growth, and store productivity.

Early results from the Green Apron Service pilot showed improvements in transactions, sales, and customer service times, with 80% of in-cafe orders meeting the four-minute goal. Starbucks aims to balance speed and warmth for customer satisfaction in a competitive market. The company plans to leverage its strong digital business, drive-thrus, and cafe upgrades for continued success.

Read more at CNBC: Starbucks rolls out Green Apron Service ahead of earnings