One of the most recent—and notable—changes is that the company intends to bring back a “human touch” by writing customer names on their coffee cup. Originally, the idea was to “honor everyone who walked through the door as an individual.” That’s according to Starbucks, which adopted the practice in 2012.

Starbucks CEO Brian Niccol shared more details about the company’s turnaround strategy during the company’s quarterly conference call on Wednesday.For three straight quarters, Starbucks has reported declining sales.

On his first earnings call as CEO of the coffee chain, Niccol outlined plans to improve the comfort of its shops, a “full-court press”