Starbucks shares a very complex relationship with its employees but the coffee giant is making an honest attempt at turning things around. Starbucks’ employee-centric plan first came to light with newly crowned CEO Brian Niccol’s “Back to Starbucks” strategy which was announced shortly after he took on the role. While the focus is technically on improving foot traffic at all of its stores, Starbucks’ employee-focused approach in 2025 is part of this effort to make stores more welcoming for its customers.
Starbucks’ attempt at building human connection is a very interesting strategy as the company’s identity has shifted over the years to become a place where you only stop to grab your coffee before you head to your actual destination. Now, Starbucks is bringing the “sit-down cafe” concept back through its doors, and this comes with more work for staff but also more opportunities for growth in management positions.
Starbucks’ turnaround strategy has been very interesting to follow, expanding in ways that keep the employees in mind. (Image: Pexels)
Starbucks’ Employee-Focused Approach Might Be a Turning Point for the Brand
Starbucks’ turnaround strategy for 2025 has been central to the changes that have been introduced at the organization since Niccol took over in September 2024. More recently, the company held a 3-day Leadership Experience event for its over 14,000 store leaders this week, where the company dove into the details of how Starbucks was set to change.
The event wasn’t just for store managers but was also a showcase of the company strategy for investors who have high hopes for the future of the business. Starbucks’ shares have climbed almost 20% since April, so it is evident that most believe in the direction that Starbucks has adopted by putting its employees first—in a sense.
What Do We Know About Starbucks’ Turnaround Strategy for 2025?
Starbucks has an expansive strategy in mind for achieving its goals, and the changes aren’t just showing up on its menu. The company has its eyes set on revamping how mobile orders are placed and processed, not necessarily eliminating the system or the revenue that comes with it, but instead sorting and regulating it more efficiently.
The company’s attempt to serve its customers better comes with the plan of reducing the time it takes to serve customers down to under four minutes. The coffee chain wants to make its cafes a “third place” where people spend time and feel more invited, and this comes with improvements to the seating and better staffing for the stores. This is where Starbucks’ employee-focused approach steps in.
Starbucks Puts Employees First in Small But Notable Ways
Starbucks’ employee focus is a big part of the culture shift at the organization. The company has improved its scheduling systems to offer more frequent and consistent shifts, thereby improving some of the conditions of work. It is also looking into the retention of its green-aproned workers, and this has been supported by the offer of a much-improved parental leave policy for new parents.
CEO Brian Niccol told Reuters that it was accelerating the rollout of its new staffing and service model to all North American stores by the end of summer. This “Green Apron” model includes aspects such as the placement of more dedicated baristas for drive-through orders.
The coffee giant has promised store managers more control over deciding how many baristas are required at a location, and starting next year, the North American stores will gain assistant managers to better help with the organization and management of the stores. This will open up new hiring opportunities and also the possibility of internal promotions for workers.
While the company has slowed down its expansion plans for now, Starbucks eventually hopes to open up over 10,000 locations in the US and ensure internal promotions account for 90% of those retail leadership roles. This will give employees more reason to stay on at their jobs and seek growth via internal channels, which should be beneficial to the organization and the employees.
Starbucks’ Employee-Centric Plan Looks Like a Recipe for Success
Starbucks’ turnaround strategy for 2025 and beyond is about increasing revenue, but it also takes a very holistic route to get there. The attention to both the customer and employee experience is a promising combination and is already showing signs of a successful turnout. It must be said that Starbucks’ employee focus does not mean the company has rid itself of the turbulent relationship it shared with its workers.
The company has long been accused of putting too much pressure on its baristas and having a harried form of scheduling that leaves workers stressed and overworked. Attempts to unionize have frequently been thwarted, making it harder to claim goodwill between the parties. The Starbucks back-to-basics plan also included a new dress code, and while it was a minimal change, it was enough to have employees protesting against the company for refusing to negotiate it as a part of the contract with the union.
Starbucks’ new employee-centric plan may have store managers cheering, but the company still has to prove its commitment to its employees by making its business a great place to work in all regards.
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