Starbucks Has Big Plans To Get You To Sit, Stay Awhile

Starbucks CEO Brian Niccol announced plans to restore “hundreds of thousands” of seats across North American locations as part of his “Back to Starbucks” initiative. Niccol outlined his vision to transform stores back into a “third place” between home and work, moving away from the current grab-and-go model. The coffee chain will redesign 1,000 company-operated cafes, introduce updated menus for younger customers, bring back ceramic mugs, and refresh pastry selections. Niccol cited flat sales since transactions peaked in 2019, despite steady $36 billion annual revenues. Heavy mobile ordering investment created crowded waiting areas with limited seating. The new seating will feature modern versions of signature purple chairs. Niccol emphasized the importance of personal connections, stating, “There are these examples where people walk in and the barista knows them so well that they’ve already made their drink before they’ve gotten to the [point of sale]. I wish every single one of our transactions was that intimate, that personal.” (Story URL)