Starbucks assistant managers are now ‘coffeehouse coaches’

Core Insights - Starbucks is expanding its pilot program by implementing at least one assistant store manager, now termed "coffeehouse coaches," at each domestic location by the end of 2026 [1][2][4] Group 1: Program Implementation - The pilot program involved 62 employees in select locations across the U.S., with positive feedback regarding support and operational efficiency [1][3] - The initiative aims to enhance the customer experience and employee growth opportunities, aligning with the "Back to Starbucks" plan to address declining sales and traffic [2][3] Group 2: Role and Responsibilities - Coffeehouse coaches will focus on leadership, supporting customers, and assisting partners during busy shifts, acting as a resource for real-time coaching [4] - The company plans to hire 90% of its leaders from internal candidates, with nationwide postings for coffeehouse coach positions expected soon [4] Group 3: Broader Strategic Goals - The "Back to Starbucks" plan includes various strategies such as closing underperforming locations, reimagining product offerings, and redesigning the Rewards program [5] - CEO Brian Niccol emphasizes returning to the original third-place environment, enhancing the coffeehouse atmosphere by reintroducing features like the condiment bar and personalizing customer interactions [5]