On April 30, 2025, Starbucks CEO Brian Niccol announced a strategic shift, stating the company would invest more in staffing and less in equipment. This includes pausing the broad rollout of Siren cold and food equipment and cold press/cold brew equipment.
Instead, Siren equipment will be targeted only for the highest-quartile stores where volume necessitates it, reflecting a more capital-efficient approach. This decision breaks with a wider industry trend to rely more on technology for store operations.
The focus on labor investment is intended to improve throughput and customer connection, which are key drivers for transaction growth and customer satisfaction. This strategic reallocation of resources aims to reinforce the premium experience and support the 'Back to Starbucks' turnaround efforts.
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