Exclusive: At Starbucks, the future is smaller
The smaller format keeps seating and an espresso bar as Starbucks aims to revive its coffeehouse feel and expand into expensive urban sites.
- Six smaller cafe prototypes featuring seating have opened in San Antonio and Manhattan as Starbucks tests new designs to expand into expensive major city real estate.
- CEO Brian Niccol is prioritizing "third place" energy, reversing a pre-2024 strategy that removed 30,000 seats and blocked outlets. Niccol said previous locations were "overly transactional."
- To fit smaller footprints, Starbucks reworked the counter with a "folded bar" configuration. Dawn Clark, senior vice president of global concepts and design, noted the formats accommodate in-person, delivery, and app orders.
- About 30% of customers use mobile ordering, but Starbucks aims to open about 5,000 new locations in the coming years across North America to accommodate diverse customer needs.
- Starbucks has already redesigned 1,500 existing locations and is applying those lessons to new prototypes, avoiding sterile designs that hurt sales from previous pick-up-only stores.
12 Articles
12 Articles
Starbucks has a mission to recover its roots as a place to sit down and have a cup of coffee, but he doesn't think he needs large premises to keep that promise.
Exclusive: At Starbucks, the future is smaller
By Jordan Valinsky, CNN New York (CNN) — Starbucks is on a mission to recapture its roots as a place to sit down for a cup of coffee. But it doesn’t think it needs a big footprint to deliver on that promise. A new café prototype that opened last month in San Antonio has all
Starbucks’ new smaller cafes are open in 6 spots, seats included
Starbucks is testing a smaller cafe design with a folded coffee bar, plush seats and a bakery case. Six are […] The post Starbucks’ new smaller cafes are open in 6 spots, seats included appeared first on Pirates & Princesses | Disney News & More.
New compact shop inaugurated in San Antonio maintains experience of the brand, but in reduced spaces
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