Starbucks is enacting an ambitious customer-facing plan to return 30,000 seats to its cafes. In fact, the popularity of mobile ordering contributed to their removal. This program seeks to transform communities throughout the United States by improving the built and natural environment in order to better accommodate elderly, disabled, and economically diverse customers. The company is already halfway through this transformation in New York and is looking to Southern California and the rest of North America to continue its evolution.
Starbucks has made the conscious choice to improve the seating. This strategy is supposed to help turn around a sales downturn and make a more family-friendly environment. The coffee behemoth plans to fast-track renovations for about 1,000 stores by 2026. They’re committed to championing the inclusive design principles that allow them to serve the breadth of customer needs. In making these changes, Starbucks will put a hold on all major store refreshes and new store openings.
In recent years, Starbucks had removed seating and electrical outlets in many locations to discourage lingering, which aligned with the rise of mobile ordering. The change in strategy is an indication of a deeper brand commitment to customer experience.
The Starbucks Union Square East location in New York City is an excellent example of inverse design. After a recent renovation, the café moved some furniture around and added 16 more seats, helping keep a bustling café that bustles less uncomfortably. The complete design overhaul lasted some two years. We looked to baristas, who provided helpful feedback to make sure the adjustments have meaningful impact on workflow and ergonomics for both employees and customers.
“We’re uplifting more than 1,000 coffeehouses over the next year, blending our global heritage with local relevance to create spaces that are immersive, inclusive, and deeply human,” – Dawn Clark, Senior Vice President of Coffeehouse Design and Concepts.
Starbucks is reimagining its stores to reflect the local character of each neighborhood. This framework creates an environment of inclusion, so that customers know they can come in and feel at home. Clark’s experience is a testimony to the power of purposeful design to shape customer experience.
“Whether it’s the laid-back warmth of the Palisades or the urban energy of Manhattan, intentional design encourages customers to stay longer, connect more, and return often — and translates into meaningful business impact,” – Dawn Clark.
Like the other recent renovations, the new Starbucks locations will include decorative flourishes that have often been absent. Most of the cafés we visited showed a distinct lack of flair. In addition, they featured immersive, large-scale photography of Starbucks’ coffee and research farm in Costa Rica, Hacienda Alsacia. The aesthetic improvements are intended to give customers a fun, inviting atmosphere.
Starbucks is already hard at work reimagining its cafes. The company is still committed to fostering a welcoming and inclusive culture for all customers. The company’s leadership, including CEO Brian Niccol, recognizes that creating inviting spaces is essential for building customer loyalty and enhancing overall business performance.