In some ways, Starbucks is running counter to a growing U.S. trend of drive-thru-only coffee shops like Dutch Bros and 7 Brew. Chairman and CEO Brian Niccol said Starbucks ultimately sees an opportunity to build at least 5,000 new cafes across the U.S. — with the smaller store format presenting much of that opportunity. Starbucks sees room to expand with hundreds of new US stores and increased seating A Ristretto model of future Starbucks stores is displayed during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. Executive Vice President and Chief Operating Officer Mike Grams speaks during the Starbucks Investor Day event (with an image of the company’s Mastrena 3 espresso machine), in New York, Thursday, Jan. 29, 2026.
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Earlier this week — Starbucks reported stronger-than-expected sales in its fiscal first quarter. Reserve status members (who must earn 2,500 stars in 12 months), gain access to exclusive merchandise and events, including all-expense paid trips to coffee-focused destinations like Milan and Costa Rica. But they will earn a $2 credit faster than before and get free drink modifications once per month — the company said. Green members will still earn one star per dollar spent, and stars can be redeemed for food and beverages.
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In the spring, the company plans to introduce customizable energy drinks made with a proprietary green coffee extract. Starbucks said it plans to add 25,000 additional seats to its U.S. cafes by the end of its fiscal year this fall. Schultz also invested in the Princi Italian Bakery spinempire online casino company, with plans to expand it along with the high-end Reserve and Roastery stores. This is not the first time Johnson has rewritten some of his predecessor’s plans for the company. Starbucks founder and former Chairman Howard Schultz, who left the company in June, made the goal of opening 1,000 high-end Reserve cafes and up to 30 large-footprint Roastery stores central to the brand’s recent growth strategy.
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After revealing in September that it intended to shut down hundreds of under‑performing outlets, Starbucks now projects opening as many as 175 new U.S. coffee shops this year and roughly 400 by 2028.
Starbucks is set to broaden its roastery concept.
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.
The machines will begin rolling out to U.S. stores in 2027. It’s also planning more snackable foods that are high in protein and fiber, like flatbreads, cottage cheese and protein popcorn. Niccol (who joined Starbucks in 2024 to revive its flagging sales), said the company’s turnaround is taking hold.