STARBUCKS customers will soon see mass shutdowns as the coffeehouse giant continues to make changes.
CEO Brian Niccol, who took over in September of last year, confirmed the closure decision on Tuesday.
Starbucks is closing down select locations next year (stock image)[/caption]
CEO Brian Niccol (pictured) confirmed the shutdowns on Tuesday[/caption]
Starbucks mobile order-only locations are getting phased out throughout next year amid the ongoing Back to Starbucks initiative, according to comments from Niccol in an earnings call.
“As part of this work [Back to Starbucks], we plan to sunset our mobile order and pickup only concept in fiscal 2026,” the CEO told investors.
“We found this format to be overly transactional and lacking the warmth and human connection that defines our brand.”
“We have a strong digital offering and believe that we can deliver the same level of convenience to our community coffeehouses with a superior mobile order and pay experience,” Niccol continued.
“Together, we expect these changes to our operating model and our coffeehouse portfolio strategy will improve and transform the foundations of our North American business so that we are establishing that moment of connection between a barista and their customer, bringing back warm and welcoming coffeehouses…”
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