Starbucks plans to open hundreds of new US stores
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 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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Starbucks operates approximately 10,000 company-owned stores in the U.S., with over 60% of customers visiting stores for coffee orders in the past month, according to Niccol’s statement on Thursday. Plans include smaller stores (20% cheaper to build), offering comfortable seating, drive-thru service, and mobile order pickup capacity. After announcing the closure of hundreds of underperforming stores in September, Starbucks now anticipates opening up to 175 new U.S. coffee shops this year and around 400 in 2028.
Starbucks plans to grow its roastery concept.
Every single Starbucks Reserve coffee was roasted in one of these immersive spaces. Our Roasteries are experiential — theatrical shrines dedicated to coffee passion. Our Roasteries are theatrical, experiential shrines to coffee passion. Starbucks continues to project U.S. and global same-store sales growth of 3% or more — with revenue growth of 5%. This work includes a focus on growing loyal members of the membership rewards program to compete with value-priced coffee chains, as stated by Scott.
In November 2026 (Starbucks reduced its global corporate workforce by 5%), around 350 employees, to increase innovation and agility. This move follows several recent cost-cutting measures by the Seattle-based coffee giant. The new coffee machines will start appearing in U.S. stores in 2027.
The machines will begin rolling out to U.S. stores in 2027. Niccol (who joined Starbucks in 2024 to revitalize its sales), reports that the company’s turnaround is gaining momentum. Niccol (who joined Starbucks in 2024 to revive its flagging sales), said the company’s turnaround is taking hold.
