Starbucks Speeds Up New Staffing Model

Reuters: Pilot tests of the new staffing model saw increased sales, CEO said.

June 13, 2025

Starbucks is planning to accelerate its new staffing and service model at more than 11,000 North American stores this summer, reported Reuters.

The “Green Apron model” includes in-store technology to more efficiently sequence orders, as well as a dedicated barista for drive-through orders. Starbucks rolled out the service changes to 700 stores initially, and reportedly cut wait times by two minutes during the pilot program.

Starbucks said three-quarters of in-store orders at the test cafes’ busiest times were completed in four minutes or less, nearing its service-time goal while not delaying mobile orders. The company also invested in technology for mobile orders earlier this year.

CEO Brian Niccol said the model is a “foundational element of his turnaround strategy for the company, as he bets on an improved in-store customer experience to reclaim the sales growth that has eluded Starbucks in recent quarters,” Reuters wrote.

“We’ve learned, and now we know what we need to do, so let’s scale it,” he told Reuters at the company's three-day leadership summit in Las Vegas on Tuesday.

On Tuesday, he also “emphasized his goal isn't to achieve short-term performance solely through cost reduction. As Starbucks increases investments in its labor and elsewhere, Niccol said he would be ‘ruthless’ in cutting expenses not related to the company's turnaround. ‘We have to be critical of where we’re spending if it’s not driving toward the Back to Starbucks strategy and growth programs,’” reported Reuters.