The coffee shop's motto is "Every cup is a hug in a mug" and Smith said she wants customers to not only enjoy a great cup of coffee, but to feel at home. Smith has six employees and they were busy ...

As Brian Niccol orchestrates the turnaround of Starbucks, one thing he wants to see is customers enjoying a “mug hug.” Niccol coined the phrase on the coffee giant’s earnings call this week ...

Niccol referred to customers who linger as those engaging in a “mug hug.” “They’re like holding on to that ceramic mug and they’re enjoying their moment in the cafe,” he explained ...

The new CEO at Starbucks, Brian Niccol, is hoping “mug hugs” will keep customers in store for longer. © 2025 Fortune Media IP Limited. All Rights Reserved. Use ...