These customers will be able to enjoy free refills on hot brewed or iced coffee, or hot or iced tea during their visit. Starbucks says folks must have their first beverage served in a ceramic mug, glass or personal cup — no disposable vessels — to receive free refills.

Shares of coffee giant Starbucks ( SBUX 7.37%) popped on Wednesday after the company reported financial results for its fiscal first quarter of 2025 -- the first quarter of its hopeful turnaround. Global transactions fell 6% but Starbucks stock was counterintuitively up 7% as of 12:30 p.m. ET. Here's why.

Under its new CEO, Starbucks is spending heavily to make itself a more welcoming coffeehouse with faster service.

“In the coming months, you’ll see us begin to optimize our menu offerings, resulting in roughly 30% reduction in both beverages and food SKUs by the end of fiscal year 2025,” Niccol shared Tuesday during Starbucks’ quarterly earnings call, per Axios.

Starbucks CEO Brian Niccol outlined the plan on Starbucks’ earnings call this week, saying the company will make a “roughly 30% reduction” in both beverages and food. While Niccol didn’t name specific items, he has said the coffee chain’s menu has become “overly complex” resulting in long lines, reports CNN.

Plus, with 16,000 U.S. locations, there's a Starbucks on just about every corner. There's a reason you pass so many Starbucks on your daily commute. Starbucks deliberately cluster

Starbucks CEO Brian Niccol announced plans to scale back the company's food and beverage offerings by 30% as part of a restructuring effort.

Starbucks fans can now get free refills for some drinks — but not all. The coffee chain is also bringing back its self-serve milk and sweeteners bar.

Starbucks has reported better-than-expected sales in its fiscal first quarter as some of its turnaround efforts start to take hold.

"I think we're definitely in the middle of a turnaround," Niccol said on Yahoo Finance (video above). The former Chipotle CEO — who officially took over at Starbucks on Sept. 9, 2024 — has a tall order this year in delivering growth to an anxious investor base expecting great things from the restaurant wizard.

Asian shares are mostly higher in muted trading after the U.S. Federal Reserve opted not to cut interest rates for the first time since it began trying to help the economy through lower rates in Septe