The American coffee chain Starbucks Corp. It plans to reduce its staff by 900 people in order to save financial resources. This is reported in a Starbucks press release.
Since taking over as CEO Brian R. Niccol, the company's management has focused on a dual strategy of investing in stores to reduce service time and restoring a "coffee shop atmosphere" while reducing management levels to reduce costs. Starbucks shares have grown by 9% since B. Niccol took over the company in August 2024.
The $1 billion restructuring is aimed at restoring sales growth in the critically important North American market, as Starbucks sales in the United States have declined for six consecutive quarters amid increased competition and changing consumer habits.
Starbucks will reduce the number of coffee shops in the North American chain from 18.7 thousand to 18.3 thousand by the end of September, taking into account the low efficiency of individual establishments and a 12% drop in shares. In addition, the company plans to close most of the open vacancies and support units with compensation and special support packages. The partners of the coffee chain that are scheduled to close will receive notifications within a week.
At the same time as the cuts, Starbucks is investing in store staff and technology to simplify the order processing process and improve customer service.
According to B. Niccol, "these steps are necessary to strengthen the financial condition of the company and create new opportunities for partners, suppliers and communities."
Investors have largely supported Niccol's strategy, and Starbucks shares have risen by about 9% since he took over the company.
The restructuring is the latest in a series of personnel changes. In early 2025, the company announced plans to reduce 1,100 corporate positions, and in August it raised wages by 2% for employees in North America.
Starbucks is an American coffee company and coffee chain of the same name, headquartered in Seattle, Washington. In 2024, Starbucks shares increased by 2%, increasing the market value to $111 billion.
