Starbucks to redesign 2,000 stores in major brand uplift

In an effort to regain its footing after a disappointing quarter, Starbucks is rolling out a design-led strategy aimed at revitalizing the in-store experience and reestablishing its reputation as the world’s “third place” — the space between home and work where people gather, relax, and connect. During Tuesday’s quarterly earnings call, CEO Brian Niccol acknowledged the company’s recent financial setbacks but struck an optimistic tone, emphasizing that Starbucks is going "back to basics" in both service and store design.

Here’s a look at the key elements of the turnaround plan:

1. Café “Uplifts” to Create Cozy, Premium Spaces

Starbucks is launching what it calls coffeehouse “uplifts” in select markets, starting with New York City and Southern California. These updates include design changes intended to make stores feel warmer, more premium, and more inviting—all while minimizing renovation costs and keeping stores open during upgrades.

Niccol noted that the redesigned cafés are already showing early signs of success, with customers staying longer and spending more time seated. He reiterated Starbucks’s commitment to reclaiming the "third place" ethos, a foundational part of the company’s identity.

2. Smarter Staffing with a Revamped Shift App

On the employee side, Starbucks has enhanced its “Shift Marketplace” tool, which lets workers swap and pick up shifts more flexibly. This upgrade has significantly expanded the available labor pool, helping reduce understaffing and easing pressure during peak hours.

This change is part of a broader strategy to improve both employee satisfaction and the customer experience by ensuring stores are better staffed and wait times are reduced.

3. Scaling the “Green Apron” Premium Service Model

A new operations model—dubbed the “green apron experience”—is being deployed to streamline workflows and elevate service. The model includes new routines, updated role expectations, and a smarter sequencing system for preparing orders during busy times.

Starting in May, over 2,000 U.S. stores will adopt this new model, with two-thirds of company-owned locations expected to implement it by the end of the fiscal year.

4. Elevated Menu and Drink Presentation

Starbucks is doubling down on premium offerings. Its single-cup Clover Vertica brewer, which brings higher-quality coffee to individual orders, has now been installed in 70% of stores. The company is also introducing more artisanal snacks and freshly prepared food options to align with the elevated ambiance of its cafés.

At the same time, Starbucks is fine-tuning existing products. A recent example: matcha drinks saw a 40% boost in sales after the company removed added sugar in response to customer feedback. Expect a more agile approach to seasonal and specialty drinks, with an emphasis on quality and consistency.

5. Faster, Smarter Ordering with a New Algorithm

Starbucks has also piloted a new drink-order sequencing algorithm designed to cut down on wait times. Whether a customer orders through the app, drive-through, or in-store, the new system optimizes production flow—reducing average café wait times by up to two minutes.

Niccol highlighted that human capital, not just machines, is central to this push. “We’re shifting our focus from beverage production to craft and connection,” he said.

A Unified Look and Feel Across Stores

Part of the company’s reboot includes an updated employee dress code to standardize the customer-facing experience. The iconic green apron remains central, now paired with simplified wardrobe guidelines to ensure a polished and consistent brand presence.

Starbucks is also bringing back small but meaningful design touches: handwritten names on cups, ceramic mugs for dine-in customers, and free same-visit refills for hot or iced beverages—all designed to enhance personal connection and customer loyalty.

The “Back to Starbucks” Philosophy

This multilayered initiative is part of Starbucks’s broader “Back to Starbucks” approach—an effort to restore its roots while evolving with customer expectations. By merging operational improvements with thoughtful design and premium offerings, the company hopes to turn its performance around and once again become the go-to spot for coffee and connection.

Whether these moves are enough to jolt the company back to growth remains to be seen, but Starbucks is betting big on experience—both for its customers and its employees—as the centerpiece of its revival.