Starbucks is brewing up some more changes to come, the company announced on Tuesday.
The beloved international chain of coffeehouses previously unveiled a sweeping series of changes as part of its "Back to Starbucks" strategy, which included bringing back handwriting on cups, updates to the free refill policy, and slimming down its core menu. Now, it's nearing the next phase of revisions that it hopes will allow for more innovation, modernization and an overall improved experience for customers and employees alike.
During the Starbucks Leadership Conference in Las Vegas this week, chairman and CEO Brian Niccol confirmed that among the updates in this latest phase is the development of a brand-new role at Starbucks cafes, new titles for store managers, and many new products on the horizon at cafes in both the U.S. and Canada.
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As part of its continued effort to "transform" the customer experience, Starbucks plans to roll out trendy new menu items and coffee blends, teasing a "bold" new Starbucks 1971 dark roast to come this winter, protein cold foams and fresh croissants. The chain is also adopting a similar strategy used by Taco Bell and Chick-fil-A, dubbed the "Starting Five," which sees a select set of restaurants test potential menu additions before a bigger introduction.
But what drew loud applause from the crowd was the company's decision to invest more in its stores and retail leadership.
On Tuesday, Starbucks said it would be introducing a new assistant store manager role "at the majority of company-owned" Starbucks locations by the end of 2026, with plans to expand to Canada next summer. Starbucks store managers will now formally carry the title “Coffeehouse Leader” and will wear a custom cross-back apron symbolizing hospitality and coaching.
The company also explained it's piloting a Green Dot Assist program, a generative AI-powered assistant that supports baristas with real-time shift guidance, standards, and troubleshooting. The AI support is testing in 50 Starbucks stores, with a larger rollout planned for fall 2026. Its point-of-sale service has been revamped to "reduce training time and drink remakes while enhancing workflow" and offer "improved accessibility and personalization."
Related: Starbucks Reveals ‘Vibrant’ New Cup Collection Just in Time for Summer
Starbucks' chief partner officer Sara Kelly suggested that updates to the employee experience would ultimately benefit customers, too. "When we say we’re making Starbucks the best job in retail, we mean it," Kelly said in a statement. "Because when our partners feel supported, they pour that care into every cup they serve."
The leadership conference, which is still ongoing, will see more than 14,000 Starbucks store managers and retail leaders participate in development sessions and coffee education workshops to "further hone their craft and deliver exceptional coffeehouse service," according to a spokesperson for the company.
“We are here to recognize each and every one of you, reconnect with this community and celebrate what’s working. And we have to tackle the things that need fixing together,” Niccol said at the June 10 event. “Starbucks is way too important to each of us, and frankly, to the world, for us not to be hugely successful.”
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