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Starbucks

Back to Starbucks, From 2024

Our Back to Starbucks plan was built on the belief that an extraordinary cup of coffee, human connection and customer experience win the day, every day
Back to Starbucks

Back to Starbucks

Starbucks set out Back to Starbucks in 2024 to bring customers back to its coffeehouses and return to growth. The plan starts with its staff, whom Starbucks calls partners. In the last quarter of fiscal 2025, global comparable sales grew for the first time in seven quarters.

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“We are the premier customer service company and the unrivaled best employer in retail”

  1. StaffingHire more staff, train them better, and staff and schedule more smartly.
  2. Pay and benefitsPay US coffeehouse partners about $30 an hour on average in pay and benefits, and give paid parental leave of up to 18 weeks.
  3. CareersStrengthen career routes, including Assistant Store Managers across North America.

85% of partners got their preferred hours in fiscal 2025.

More transactions drove the growth

In the third quarter of fiscal 2026, Starbucks’ fourth quarter in a row of growth in comparable store sales, more of the growth worldwide came from more transactions than from a higher spend on each.

  • United States+7.9%

    +4.2%+3.6%

  • International+5.7%

    +2.6%+3.1%

More transactions A higher average ticket

41,304 stores

Who runs them

Company-operated 33%
Licensed 67%

Where they are

United States 41%
Rest of the world 59%

In China, Starbucks now runs its stores through a joint venture with Boyu Capital, keeping 40% of it and the Starbucks brand.

By fiscal 2028

consolidated revenue growth a year
5%+
consolidated revenue growth a year
comparable store sales growth, globally and in the US
3%+
comparable store sales growth, globally and in the US
net new stores worldwide
2,000+
net new stores worldwide
non-GAAP operating margin
13.5–15%
non-GAAP operating margin

  1. Start with the people who serve the customer.

    The first of Starbucks’ four goals is the best job in retail, because, it says, great customer service starts with a great partner experience. We recommend putting the conditions for your front line at the base of the plan, not at the end of it.

  2. Grow by bringing customers back.

    In the third quarter of fiscal 2026, more of Starbucks’ growth in the US came from more transactions than from higher spending per visit, after it stepped back from promotions and discounts. We recommend watching how often customers come as closely as how much they spend.

  3. Fix the base before you grow it.

    Starbucks closed coffeehouses and uplifted others before setting out to open hundreds more. We recommend making the business you have work before adding to it.

Sources

  1. 1. Starbucks Corporation (2026). 2026 Notice of Annual Meeting of Shareholders and Proxy Statement. SEC filing, 26 January 2026. sec.gov
  2. 2. Starbucks Corporation (2025). Annual Report on Form 10-K for the fiscal year ended September 28, 2025. SEC filing, November 2025. sec.gov
  3. 3. Starbucks Corporation (2026). Starbucks Is Back, Turning Momentum Into Long-Term, Sustainable Growth. Press release, 29 January 2026. investor.starbucks.com
  4. 4. Starbucks Corporation (2026). Starbucks Reports Q3 Fiscal Year 2026 Results. Press release, 29 July 2026. sec.gov

Headwater is not connected with Starbucks Corporation. Starbucks, Starbucks Rewards, and Green Apron Service are trade marks of their owners. Updated 28 September 2026.

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