Starbucks has set a new goal for how long it should take for drinks to be made, seeking to have ordered beverages in customers’ hands in four minutes.
Why It Matters
Starbucks is the largest coffee chain in the world and has stores on every continent barring Antarctica. There are more than 40,000 Starbucks stores worldwide, according to Statista.
Despite its ubiquity, the chain has faced struggles on various fronts since the COVID-19 pandemic and a series of worker strikes. After a difficult 2024, the brand decided to close several locations in the United States.
In February, the company announced a restructuring initiative that included the elimination of 1,100 corporate roles. In July, Starbucks reported its sixth straight quarterly drop in U.S. same-store sales.
What To Know
Led by CEO Brian Niccol, the coffee chain seeks to speed up service under a new operating model called “Green Apron Service.”
The model outlines a goal for baristas, saying no custom order should take longer than four minutes to make.
In response to a request for comment, Starbucks directed Newsweek to a news release that said in part, “In just eight weeks of piloting Green Apron Service in 1,500 stores, we’ve seen faster service, stronger customer connections, and more engaged partners. This isn’t just a new way of working—it’s a return to what makes Starbucks special: human connection.”
Niccol took the reins of the coffee chain in September and has since been trying to revamp the company. He was previously the CEO of Chipotle Mexican Grill Inc. and has held key positions at Taco Bell and Pizza Hut.
In a September news release, Niccol said: “Today, I’m making a commitment: We’re getting back to Starbucks. We’re refocusing on what has always set Starbucks apart—a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas. This is our enduring identity. We will innovate from here.”
The chain has since introduced a new dress code, reduced the menu in the hope of improving customer service, and issued new orders for corporate staff—including ordering remote staff to relocate to Seattle or Toronto and instructing corporate employees to be in the office a minimum of four days a week.
What People Are Saying
A Starbucks news release about the initiative said: “It’s all about making every visit feel personal, whether it’s a friendly smile, remembering your name, or making your day just a little bit better. We’re giving our partners the time, tools, and support to hone their craft and connect with customers.”
What Happens Next
The Green Apron Service initiative has been rolled out across stores this week and is set to be implemented at all Starbucks locations.
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