The Seattle-based coffee giant intends to streamline mobile ordering to boost staff efficiency and reduce waiting times as part of Brian Niccol’s Back to Starbucks strategy
.jpg.aspx?lang=en-GB)
Starbucks currently operates over 17,000 US stores | Photo credit: Starbucks
Starbucks CEO Brian Niccol has announced further measures to improve wait times at US stores.
Addressing the coffee chain’s 2025 Annual Meeting of Shareholders, the Niccol reaffirmed his commitment to improving the experience for both customers and staff, especially during peak operating hours.
A part of his Back to Starbucks strategy, Niccol has already pledged to reduce customer wait times by reducing menu complexity and reducing the frequency of discount-driven offers. “Early reactions tell me these were the right steps for our partners, our customers, and the business,” he said.
The former Chipotle CEO has also increased staff hours at 3,000 company-owned US stores and is trialling a new staffing model to streamline the handling of mobile orders to reduce strain on baristas.
More than 30% of transactions at Starbucks’ US stores are made through mobile ordering, which Niccol said in October 2024 can be ‘difficult to sequence and quickly deliver to our customers’ during busy periods.
Am artist rendering of a remodelled Starbucks interior shared at the coffee chain’s 2025 Annual Meeting of Shareholders | Photo credit: Starbucks
Further alluding to the in-store congestion and delays caused by mobile orders, Niccol told shareholders that Starbucks plans to remodel outlets with greater separation between in-store transactions and mobile order collections areas, including the introduction of dedicated pick-up shelves.
He also unveiled new espresso bars designed to improve customer engagement and ‘add a sense of theatre’ for dine-in customers.
“We want to be the solution for when people want to connect. We also want to be the solution for people when they need to do something quick and convenient. The good news is we have the ability to do both,” Niccol said.
Starbucks shareholders also voted on several proposals during the meeting on 12 March 2025, including approving Board of Director members. Former LEGO Group CEO Jørgen Vig Knudstorp has been appointed Starbucks’ new Lead Independent Director, succeeding Mellody Hobson.
Seattle-based Starbucks currently operates over 17,000 US stores alongside 23,500 outlets across 87 international markets.
The coffee chain posted annual revenues of $36.2bn for its fiscal year ended 29 September 2024, before announcing first quarter sales of $9.4bn in January 2025.
