Los Angeles, California – In an effort to reverse declining sales and reinvigorate its identity, Starbucks is launching a sweeping redesign of select stores in Southern California and New York. The changes, introduced under CEO Brian Niccol’s “Back to Starbucks” initiative, are intended to revive the company’s original vision: a warm, inviting coffeehouse where customers can gather, linger, and enjoy high-quality coffee.
The redesign comes at a critical time. Starbucks has faced mounting challenges over the past year, from a high-profile barista strike during the holiday season to increased wait times and a noticeable dip in customer satisfaction. In the final quarter of the last fiscal year, the company reported a 7 percent drop in global sales. Niccol, who took the helm in September 2024, has promised a course correction. The remodeled stores are meant to be the first visible signal of that shift.
New features include lounge-style seating, warmer lighting, hardwood floors, and wall art inspired by local communities. Ceramic mugs are making a return for in-store orders, as is the once-discontinued self-service condiment bar. Baristas have been asked to leave handwritten notes on customers’ cups, part of a broader push to create a more personal and thoughtful service experience…