Starbucks' plan to reconnect with its origins includes 200,000 Sharpies.

• To win back customers, Starbucks CEO Brian Niccol announced that the chain will purchase approximately 200,000 Sharpie markers for baristas.
• According to Niccol, some Starbucks customers believe the coffee chain has strayed too far from its roots.
• The number of visitors to the company's U.S. stores decreased by 10% in the most recent quarter.

As part of his plan to revive the coffee chain, CEO Brian Niccol announced that the company will purchase approximately 200,000 Sharpie markers.

Starbucks is hoping that adding personal touches, such as allowing customers to write their names or messages on cups with Sharpies, will attract customers back to cafes. Despite reporting declining sales for three consecutive quarters, Starbucks' U.S. store traffic fell by 10% in its latest quarter, which was announced on Wednesday.

According to Niccol, some customers believe that the coffee chain has strayed too far from its roots.

Despite the ongoing efforts to develop a comprehensive turnaround strategy, Niccol revealed some initial steps to rebuild the Starbucks brand in its domestic market. However, even a small action like a marker is not an easy task for Starbucks, which has almost 17,000 locations in the U.S.

"In an interview with CNBC's "Squawk Box," Niccol stated that he believed the number of Sharpies they needed to track down was approximately 200,000. However, he explained that it was not as straightforward as simply going to Staples and purchasing some Sharpies."

The return of ceramic mugs, condiment bars, and cozy furniture is among the changes coming to U.S. cafes.

Niccol, who joined the company in early September, stated that he wants the chain to be a "third place" again, referring to the idea of a place to work and socialize outside of the home or office.

Over the years, Starbucks has lost its reputation as a place to linger.

Niccol is also working to enhance staffing at stores and reduce service times for every order to under four minutes.

Despite the S&P 500's impressive 22% increase this year, Starbucks' shares have only risen by approximately 1%. The company's market cap is valued at $110 billion.

— CNBC's Jacqueline Corba contributed reporting for this story.