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Starbucks’s reign as the world’s leading coffee company is faltering. And the new CEO, Brian Niccol, wants to fix it. Mark Wilson explains. View the full article

Starbucks will end the year with fewer stores and fewer employees. But the brand maintains that it’s all part of a greater turnaround still in the mix. Today, the company announced that its North American store locations will be reduced by 1% for fiscal 2025—landing the coffee chain at 18,300 stores total. And it will be eliminating 900 jobs outside of its coffee houses (in other words, corporate and other functions). The company claims it will attempt to place affected baristas into new stores, but Starbucks says, “For those we can’t immediately place, we’re focused on partner care including comprehensive severance packages. We also hope to welcome many of …

Starbucks Corporation has announced that it will lay off 300 corporate employees in the United States. The layoffs represent the third round of job cuts that the coffee chain has initiated in the last 15 months. They come as the company is in the midst of efficiency and cost-cutting measures under the leadership of CEO Brian Niccol, who assumed the role in 2024. Here’s what you need to know about the latest Starbucks layoffs. Starbucks to cut 300 corporate jobs in the U.S. On Friday, Starbucks confirmed that it was cutting 300 corporate jobs in the United States. The news was first reported by CNBC. The job cuts will not impact the majority of the comp…

Starbucks is brewing up something new in Texas—and this time, it’s not just what’s in the cup. Next week, the coffee giant will open its first-ever 3D-printed store, a drive-thru-only location in Brownsville that looks more like the future of construction than your average café. Built with layers of concrete piped out by a giant robotic printer, the 1,400-square-foot structure is part of the company’s ongoing effort to modernize operations and trim costs. But does a 3D-printed café actually save money—or is this just a buzzworthy experiment? Is 3D-printing more cost-effective? Peri-3D, a German company, used a giant 3D printer to pump out layers of concrete mixture to …

When Starbucks announced that it would phase out its mobile-order pickup-only locations beginning in 2026, it raised a question: Why abandon a format seemingly built for speed and efficiency? As Starbucks CEO Brian Niccol explained in an earnings call, the pickup-only stores have a “transactional” feel, lacking “the warmth and human connection that defines our brand.” While Niccol also touted the mobile-order options at its traditional coffee shops, I see Starbucks’s move as an attempt to return to its roots as a “third place”—a destination between home and work where people can gather and connect. But this sort of pivot comes with trade-offs, and it creates i…

Starbucks customers who love collecting the company’s loyalty rewards stars for each dollar they spend are in for a change this morning. America’s No. 1 coffee chain is launching its revamped rewards program today, March 10. With it comes a tiered loyalty membership program and a new structure for earning stars and new rewards. Here’s what you need to know. The former Starbucks loyalty rewards system is no more Before today’s launch of the new rewards program, Starbucks’s previous loyalty system was more straightforward. Under the old system, which was in place from around 2019 until yesterday, there were no membership tiers. In that program, all Starbucks…

Shares in coffee giant Starbucks Corporation (Nasdaq: SBUX) are down significantly in premarket trading this morning after the chain announced its Q2 2025 earnings results yesterday after the bell. Those results were described as “disappointing” by Starbucks’s own CEO, Brian Niccol, and demonstrate that the company’s turnaround efforts still have a long way to go. Here’s the latest on Starbucks and what has investors nervous: Starbucks Q2 2025 results below expectations In January of this year, Starbucks announced its Q1 2025 earnings, in which it beat Wall Street expectations—a small win for the company and for Niccol, who joined as CEO from Chipotle Mexican …

On the heels of Starbucks’ recent announcement it will be cutting 900 corporate roles and closing 1% of its Northern American stores by the end of 2025 (after accounting for both new openings and closures), Starbucks Workers United said Tuesday that 59 of those locations marked for closure are unionized locations. Starbucks Workers United, the worker-led effort to unionize Starbucks baristas, represents 12,000 baristas in 45 states and Washington D.C., across more than 650 cafes. The closures, announced last week by CEO Brian Niccol, are part of a massive $1 billion restructuring strategy dubbed “Back to Starbucks,” aimed at turning around declining sales and bran…

On September 25, Starbucks CEO Brian Niccol informed his employees in a public memo that the company would be cutting 900 corporate roles and closing down stores. However, the memo didn’t share exactly how many stores would close and where they’re located—leaving employees scrambling to compile that information on their own. Starbucks is framing the restructuring as a part of Niccol’s broader “Back to Starbucks” plan, a sweeping initiative designed to return Starbucks to its heyday in the mid-2010s. That includes redesigning store interiors, rethinking menus, and making the ordering experience feel less “transactional.” As of right now, Starbucks is still on …

Starbucks is shaking things up with a new approach to its cold drink cups. Instead of the usual clear plastic, many locations are now serving iced drinks in cold compostable cups—a big step toward cutting down on plastic waste. The switch officially rolled out on February 11 across 14 states, according to Fox Business. A Starbucks spokesperson confirmed that the company “switched to commercially compostable cups and lids as part of our efforts to reduce waste and meet local market requirements.” Right now, about 580 stores have made the change, which is just a small fraction of Starbucks’ 17,000+ locations in the U.S. But if you’re grabbing an iced coffee in California,…

Starbucks plans to lay off 1,100 corporate employees and eliminate hundreds of open and unfilled positions, CEO Brian Niccol said on Monday. In a memo, Niccol said the cuts will remove duplication “to create smaller, more nimble teams,” and the company will inform employees who are being laid off by midday Tuesday. Starbucks, which has 16,000 corporate employees, said the cuts will not affect staff at cafés. “We believe it’s a necessary change to position Starbucks for future success,” Niccol said in the statement. “Our intent is to operate more efficiently, increase accountability, reduce complexity, and drive better integration.” Shares of the coffee giant (…

Starbucks will pay about $35 million to more than 15,000 New York City workers to settle claims it denied them stable schedules and arbitrarily cut their hours, city officials announced Monday. The company will also pay $3.4 million in civil penalties under the agreement with the city’s Department of Consumer and Worker Protection. It also agrees to comply with the city’s Fair Workweek law going forward. A company spokeswoman said Starbucks is committed to operating responsibly and in compliance with all applicable local laws and regulations in every market where it does business, but also noted the complexitiesc of the city’s law. “This (law) is notoriously c…

Not sure what to order on your next Starbucks run? Now ChatGPT can help. Starting April 15, users will be able to turn to ChatGPT for help deciding on their next Starbucks order through a new integration with the coffee chain. To activate the feature, users simply tag @starbucks within a chat with the AI agent to trigger the new in-platform beta Starbucks app. Users will be able to prompt ChatGPT to offer drink order advice based on mood, cravings, or even an image. For instance, a user might prompt ChatGPT with “@starbucks I’m looking for an iced pick me up,” with the LLM then suggesting an Iced Dragon Energy Drink alongside 5 additional options. “Over the pa…

Starbucks‘ chief technology officer Deb Hall Lefevre resigned without a permanent replacement, according to an internal memo sent to corporate staff on Monday, seen by Reuters. The memo, written by Chief Financial Officer Cathy Smith, named Ningyu Chen, previously senior vice president of global experience technology, as interim chief technology officer. Lefevre’s resignation comes as Starbucks announced its second round of deep cuts in corporate roles, effective Friday, as CEO Brian Niccol pushes a tech revamp in stores to make labor more efficient, part of a turnaround strategy to revive flagging sales after six consecutive quarters of decline. Using AI to…

Whatever happens next at Starbucks will be studied for decades to come. The world’s largest coffee chain has faced six quarters of declining same-store sales. But for the last year, its new chairman and CEO, Brian Niccol—the surest bet in the restaurant industry—has been architecting a turnaround. Hot off turnarounds at Yum Brands with Pizza Hut and Taco Bell, which he followed up by modernizing burrito building at Chipotle, Niccol has proven himself to be both a master marketer and operations expert. Which is why, when he announced that his strategy for Starbucks was to revive the third place, even some of Niccol’s fans were skeptical he could pull it off. Earlier th…

When Howard Schultz joined—and later acquired—Starbucks in the 1980s, he was deeply inspired by the communal culture of Italian coffee bars. From the beginning, Schultz envisioned Starbucks as more than a transactional stop for coffee. He wanted to build a community-centered space for people to congregate and connect. That vision helped redefine what a coffee shop could be. In recent years, however, that vision has lost momentum. Shifts in how and where people work, rising costs, and intensifying competition have challenged Starbucks’s dominance in the coffee shop landscape. In New York City, the company recently lost its position as the city’s largest coffee chain …

Starbucks baristas will soon have a new dress code that’s meant to center the coffee chain’s signature brand color. Beginning May 12, employees will be required to wear solid black tops along with bottoms that are khaki, black, or blue denim under the coffee chain’s longtime signature-green apron. Starbucks Green is a rich, earthy green that appears in Starbucks partner aprons going back to 1987, and it’s also the color of its well-known Siren logo. The company calls the color its “most identifiable asset,” and by putting the color at the center of its new dress code, the coffee chain is extending its brand guidelines around Starbucks Green to employee dress as the co…

SpaceX’s Starlink orbital internet satellites are falling out of low earth orbit at an increasingly alarming rate, with one to two satellites now reentering Earth’s atmosphere every single day. According to Harvard-Smithsonian Center astrophysicist Jonathan McDowell, that number will only go up as more satellites end their useful lifetime and the low earth orbit (LEO) constellation numbers skyrocket. This is as much a design problem as anything. While the numbers vary, right now there are around 10,200 active satellites in low earth orbit. Of those, about 8,475 are Starlinks. In other words, about 80% of all those satellites belong to Elon Musk’s company. By 2030, the E…

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Have you ever been to the Gamerhood? Part game show, part reality series, it recently wrapped its fourth season in August. Over five weekly episodes on Twitch and YouTube, the show pitted gaming creators like Kai Cenat, Ludwig, Mark Phillips, and Berleezy, against each other in a combination of gaming and IRL challenges. The third season from last summer attracted more than 23 million views. In September, the show went mainstream when season four landed on Prime Video. Even before that, just on YouTube and Twitch, season four was getting about 20 million views for each episode. Not too shabby for a show created by a brand. That’s right, Gamerhood is fully owned by St…