new York
CNN
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Starbucks no longer wants to be America’s public toilet.

Starbucks is scrapping a policy that had allowed anyone to stay in its cafes or use the restrooms without making a purchase. The new rules are part of a larger effort to improve the Starbucks cafe experience and deter homeless and non-paying customers who use Starbucks solely to access shelters and restrooms — but they reverse a policy that was put in place after one of them the company’s biggest PR disaster ever.

The new code of conduct, announced to stores on Monday, is part of CEO Brian Niccol’s strategy to win back customers, boost falling sales and improve employee relations. It applies to all locations in North America and is displayed on store doors.

The changes are a “practical step to help us prioritize our paying customers who want to sit and enjoy our cafes or need to use the restroom during their visit,” a Starbucks spokesperson said in a statement. “By setting clear expectations for behavior and use of our spaces, we can create a better environment for everyone.”

Other changes include a ban on begging, discrimination, third-party alcohol consumption and e-cigarettes, according to the guidelines published online. Employees will be trained on the new policy.

Starbucks is also trying to entice customers to stay in its cafes instead of ordering takeout by offering discounts on in-store orders. Starting January 27, all customers can receive a free refill of hot or iced coffee in ceramic mugs or reusable glasses. Previously, the benefit only applied to members of the Starbucks loyalty program.

Starbucks’ move is a reversal of the relationship in which the company has consistently offered restroom access to the general public.

Restricting restroom access comes at a time when there is insufficient public access in many U.S. cities and suburbs. This has left private companies like Starbucks, McDonald’s and other chains having to fill the gap.

Opening restrooms and cafes to the general public has helped Starbucks brand itself as a “third place” between work and home, drawing potential customers through the door. However, the policy has created challenges for both employees and customers.

The open door policy began in 2018 after two black men were arrested at a Philadelphia location while waiting for a friend. One of the men said he asked to use the restroom shortly after entering and was told it was only for paying customers. The incident was caught on camera and turned into a PR disaster for Starbucks.

Former Starbucks CEO Howard Schultz said the company may not be able to keep its restrooms open in 2022, blaming a growing mental health issue that poses a threat to its employees and customers. That same year, Starbucks closed more than a dozen stores, mostly in downtown areas, for safety reasons.

“This is another example of the complications caused by the lack of public restrooms in the U.S. and Starbucks changing course — at times benefiting from the lack of public infrastructure while suffering from the same things,” said Bryant Simon , a historian at Temple University who has written a book about Starbucks and is currently working on a book about public restrooms in the United States.