Starbucks is staffing up its stores with baristas and ditching machines in the latest stage of its turnaround

Core Insights - Starbucks is focusing on hiring more baristas and increasing their working hours to improve customer service and sales growth, as stated by CEO Brian Niccol [1][2][3] - The company plans to implement the Green Apron Service model in about one-third of its US locations by the end of the 2025 fiscal year [2] - Starbucks' shares fell nearly 7% after announcing its investment in employee hours, which marks a shift from previous staffing strategies that led to understaffing [3][4] Staffing Strategy - The new approach represents a departure from the past few years where Starbucks reduced labor hours and relied on new equipment to maintain service levels [3][4] - Niccol acknowledged that the assumption that equipment could replace labor was inaccurate, leading to the decision to increase labor hours [5] Operational Changes - A pilot program at 700 stores demonstrated that adding labor hours improved service for both mobile orders and walk-in customers [5] - Starbucks is also utilizing a new order sequencing algorithm in 400 stores, which has reduced customer wait times and allowed employees more time to engage with customers [6][7] Customer Experience - The changes aim to create a more comfortable environment for customers, enhancing the connection between baristas and patrons [6][7] - Additional initiatives under Niccol's leadership include requiring purchases for in-store seating and encouraging baristas to personalize to-go cups [7]