Starbucks ditching mobile-order stores which lack ‘warmth’ as sales fall
Why Starbucks is getting rid of mobile-order and pick-up only stores
- Starbucks is discontinuing its mobile-order and pick-up only stores, deeming them “overly transactional” and lacking “warmth”.
- This change will affect 80 to 90 locations across the US, with some potentially being converted into seated stores.
- The move is part of a broader operational overhaul led by CEO Brian Niccol, who aims to foster more customer-friendly environments and improve service.
- Starbucks plans to invest over $500 million in staffing for its US company-operated stores and is developing a new “coffeehouse of the future” prototype featuring 32 seats and a drive-through.
- These strategic adjustments follow six consecutive quarters of sales decline for Starbucks, despite the CEO expressing optimism about the company's recovery.