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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The company has around 10,000 company-operated stores in the U.S. But Niccol said Thursday that over the last month — more than 60% of Starbucks’ customers came into a store to order their coffee, and he thinks it’s important for those stores to feel vibrant and inviting. Its plans include smaller-format stores that are 20% cheaper to build but still offer comfortable seating, drive-thru service and mobile order pickup capacity. After announcing in September that it would close hundreds of less profitable stores, Starbucks said it now expects to open up to 175 new U.S. coffee shops this year and around 400 in 2028.
The roastery concept will be expanded by Starbucks.
Every single Starbucks Reserve coffee was roasted in one of these immersive spaces. Here, Master Roasters, mixologists and baristas ply their craft to coax perfectly flavorful, often unexpectedly artful expressions from our exquisite, single-origin coffees. Our Roasteries are theatrical, experiential shrines to coffee passion. That compares to adjusted earnings per share of $2.13 in its 2025 fiscal year. It continues to expect U.S. and global same-store sales to rise 3% or more, and it expects revenue to grow by 5%.
That work includes a laser focus on growing loyal members of its membership rewards program to compete with the value-priced coffee chains, Scott added. In November (Starbucks laid off 5% of its global corporate workforce), some 350 employees, in an effort to become more nimble to increase the pace of innovation. The announcement follows several recent belt-tightening moves from the Seattle-based coffee Goliath.
In 2027, U.S. stores will see the introduction of the machines. Additionally — the plan includes creating more high-protein and high-fiber snacks, such as protein popcorn, cottage cheese, and flatbreads. Having joined Starbucks in 2024 to boost its declining sales, Niccol stated that the company’s turnaround is gaining traction.
