Starbucks appears to be diverging from the increasing trend in the U.S. for drive-thru-only coffee establishments like Dutch Bros and 7 Brew. Brian Niccol (the Chairman and CEO), expressed that Starbucks envisions an opportunity to establish at least 5,000 new cafes throughout the U.S., primarily due to the potential of smaller store formats. With plans for hundreds of new stores and more seating — Starbucks perceives opportunities for expansion. A Ristretto model of future Starbucks locations was showcased during the Investor Day event (held in New York on Thursday), Jan. 29, 2026. During the Starbucks Investor Day event in New York on Thursday (Jan. 29), 2026, Executive Vice President and Chief Operating Officer Mike Grams presented, featuring an image of the company’s Mastrena 3 espresso machine.
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This week, it was announced by Starbucks that their fiscal first quarter sales exceeded expectations. Members with Reserve status — who are required to collect 2,500 stars within a year, spinempire online casino receive access to exclusive events and merchandise, including fully covered trips to coffee-centric locations such as Milan and Costa Rica. However — the company mentioned that they will accrue a $2 credit more quickly than previously and will receive complimentary drink modifications once a month. Green members will continue to obtain one star for every dollar they spend, and these stars can be redeemed for food and beverages.
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In the upcoming spring, the company intends to launch energy drinks that can be customized, using a proprietary green coffee extract. By the conclusion of its fiscal year this fall, Starbucks announced plans to introduce 25,000 more seats in its U.S. cafes. Schultz also made an investment in the Princi Italian Bakery company and has intentions to expand it alongside the upscale Reserve and Roastery stores. This isn’t the first instance in which Johnson has altered certain strategies originally proposed by his predecessor for the company. Howard Schultz (the founder of Starbucks and former Chairman who departed in June), emphasized the goal of establishing 1,000 high-end Reserve cafes and as many as 30 large Roastery stores as a key element of the brand’s growth strategy.
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The company has around 10,000 company-operated stores in the U.S. But Niccol said Thursday that over the last month (more than 60% of Starbucks’ customers came into a store to order their coffee), and he thinks it’s important for those stores to feel vibrant and inviting. Its plans include smaller-format stores that are 20% cheaper to build but still offer comfortable seating, drive-thru service and mobile order pickup capacity. After announcing in September that it would close hundreds of less profitable stores, Starbucks said it now expects to open up to 175 new U.S. coffee shops this year and around 400 in 2028.
The roastery concept will be broadened by Starbucks.
Every single Starbucks Reserve coffee was roasted in one of these immersive spaces. Here, Master Roasters, mixologists and baristas ply their craft to coax perfectly flavorful, often unexpectedly artful expressions from our exquisite, single-origin coffees. Our Roasteries are theatrical, experiential shrines to coffee passion. That compares to adjusted earnings per share of $2.13 in its 2025 fiscal year. It continues to expect U.S. and global same-store sales to rise 3% or more, and it expects revenue to grow by 5%.
That work includes a laser focus on growing loyal members of its membership rewards program to compete with the value-priced coffee chains, Scott added. In November, Starbucks laid off 5% of its global corporate workforce, some 350 employees, in an effort to become more nimble to increase the pace of innovation. The announcement follows several recent belt-tightening moves from the Seattle-based coffee Goliath.
These machines will begin being distributed to U.S. stores in 2027. It is also planning to introduce additional snack foods that are rich in protein and fiber, such as flatbreads, cottage cheese, and protein popcorn. Niccol (who became part of Starbucks in 2024 to rejuvenate its declining sales), stated that the company’s turnaround is gaining momentum.
