Starbucks is betting customers will linger and order more lattes if they can find a cozy spot to charge their phones and laptops.
“Imagine coffeehouses that are comfortable and warm with expanded seating options, power outlets and abundant food displays,” CEO Brian Niccol said Wednesday at the company’s shareholder meeting.
Starbucks is testing new store designs in the US as it looks to reverse a sales slump. A key element of the plan is to more clearly separate in-store and mobile ordering, including pickup shelves in some locations.
The coffee chain is also looking at a redesigned espresso bar.
Niccol, who joined in September 2024 after the ouster of the prior CEO, wants to make stores more inviting — a reversal from the company’s previous focus on prioritising to-go service. That in some instances led to less seating.
“I think strategically we might have made some mistakes on this one, and now we have to go back and fix it,” Niccol said.
