Starbucks strategy: radical changes in American stores

The company’s new strategy is being led by CEO Brian Niccol, who believes that the current range is too wide, which makes it difficult not only for customers but also for employees to choose and work. The reduction in range creates an opportunity to focus on seasonal coffees, such as Dubai Matcha, and to give baristas more creative ideas.

Innovations in stores

Starbucks also announced other changes: coffee for customers who drink on site will now be served in ceramic mugs and free refills on coffee and tea. Self-service counters, which disappeared during the Covid pandemic, will also return, so that guests can add creamer and sweeteners themselves.

The company also ended its “open door” policy, which had been in place since 2018 and allowed customers to use the café’s facilities and restrooms without consuming. Since January 27, Starbucks stores in North America have been restricted to paying guests only.