Breakthrough points

Brian Niccol, chairman and CEO of Starbucks has pressed the “replan” button.

This article is available for reading in Trade magazin 2025/10.

With its new “Back to Starbucks” strategy, the company is focusing on the coffeehouse experience again: the goal is to create a community meeting place where guests are welcomed by baristas, ceramic cups, comfortable furniture and a cosy atmosphere. As a first step, last year’s Green Apron Service brought in a more personalised service. The next step was to revamp the interior design of coffee shops: several stores in New York and Southern California have already been remodelled. By the end of 2026 more than 1,000 cafés will be updated.