From Yahoo Finance: 2025-06-10 17:32:00

Starbucks CEO Brian Niccol announced plans to speed up the rollout of a new staffing and service model in North American stores. The model aims to improve the in-store customer experience and drive sales growth. Early tests have shown faster service and increased sales, prompting the company to expand the model.

The Green Apron model includes technology to streamline orders and a dedicated barista for drive-through orders. Niccol’s focus on the in-store experience is part of his strategy to bring Starbucks “Back to Starbucks” and reduce reliance on mobile orders. The goal is to serve customers within four minutes.

Niccol did not disclose the cost of implementing the Green Apron model but mentioned plans for an investor day in 2026. The company’s leadership summit in Las Vegas is hosting over 14,000 managers and leaders. Analysts are curious about the turnaround timeline, with some downgrading Starbucks’ rating due to longer-than-expected results.

Niccol emphasized that the transition will take time and urged investors not to focus on earnings-per-share as a measure of success. Starbucks has not provided annual guidance, with Niccol highlighting in-store metrics like average wait times as more relevant indicators of progress. The impact on earnings is expected to be temporary.



Read more at Yahoo Finance: Starbucks accelerates new staffing model to all company-owned North American stores