Starbucks announced on March 12, 2025, plans to test new store designs in the U.S. that will incorporate more seating and power outlets. This initiative is part of CEO Brian Niccol's 'Back to Starbucks' strategy, which seeks to re-establish the company as a welcoming community coffeehouse.
The goal is to encourage customers to spend more time in cafes, thereby increasing the likelihood of additional purchases. This focus on creating a more comfortable and functional 'third place' experience directly addresses customer feedback and aims to differentiate Starbucks from competitors.
These enhancements are expected to improve customer satisfaction and dwell time, which are crucial for driving sales and reinforcing the brand's core identity. The company will also be refreshing menu boards and improving cafe merchandising to reflect this renewed coffeehouse feel.
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