Starbucks sees room to expand with hundreds of new US stores and
increased seating
[January 30, 2026] By
DEE-ANN DURBIN
NEW YORK (AP) — Starbucks said Thursday that it plans to open hundreds
of new stores across the U.S. and add seating capacity at thousands of
existing locations, doubling down on a strategy of emphasizing the
company's cafes as community hubs even as consumer demand for drive-thru
coffee grows.
The company unveiled its plans during a presentation in New York for
investors. After announcing in September that it would close hundreds of
less profitable stores, Starbucks said it now expects to open up to 175
new U.S. coffee shops this year and around 400 in 2028.
Its plans include smaller-format stores that are 20% cheaper to build
but still offer comfortable seating, drive-thru service and mobile order
pickup capacity.
Chairman and CEO Brian Niccol said Starbucks ultimately sees an
opportunity to build at least 5,000 new cafes across the U.S., with the
smaller store format presenting much of that opportunity. There are
thousands of sites where no Starbucks operates within a mile of a
competitor, he said. Starbucks is particularly eyeing the central,
southern and northeastern U.S. for store development.
In some ways, Starbucks is running counter to a growing U.S. trend of
drive-thru-only coffee shops like Dutch Bros and 7 Brew. In September,
the National Coffee Association, an industry trade group, found that 59%
of U.S. coffee drinkers who bought coffee outside their home in the past
week had used a drive-thru, which was an all-time high.
But Niccol said Thursday that over the last month, more than 60% of
Starbucks’ customers came into a store to order their coffee, and he
thinks it’s important for those stores to feel vibrant and inviting.
“Our cafes are our point of differentiation,” Niccol said. “We want
people to be in our coffeehouses.”
Starbucks said it plans to add 25,000 additional seats to its U.S. cafes
by the end of its fiscal year this fall. That’s part of an ongoing
upgrade process that is intended to make existing stores warmer and more
welcoming.
The improvements, which cost around $150,000 and are done overnight
while stores are closed, have been completed at 200 locations and are
expected to spread to 1,000 by fall. Starbucks expects to finish the
retrofitting work in 2028. The company has around 10,000
company-operated stores in the U.S.
Niccol said Starbucks is seeing customers dwell longer in stores that
are revamped.
Niccol, who joined Starbucks in 2024 to revive its flagging sales, said
the company’s turnaround is taking hold. Starbucks has been adding staff
and equipment to stores to improve service times and give employees more
time to connect with customers.
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Executive Vice President and Chief Operating Officer Mike Grams
speaks during the Starbucks Investor Day event, with an image of the
company's Mastrena 3 espresso machine, in New York, Thursday, Jan.
29, 2026. (AP Photo/Richard Drew)
 Among Starbucks’ priorities in the
coming year is improving its afternoon business, which is weaker
than its performance in the morning. In the spring, the company
plans to introduce customizable energy drinks made with a
proprietary green coffee extract. It’s also planning more snackable
foods that are high in protein and fiber, like flatbreads, cottage
cheese and protein popcorn.
The company is also installing equipment designed to speed up
service. A next-generation espresso machine will cut in half the 70
seconds it now takes to pull espresso shots and double capacity to
eight shots at a time, the company said. The machines will begin
rolling out to U.S. stores in 2027.
Starbucks also expects changes to its loyalty program to boost
sales. A three-tiered program set to start March 10 in the U.S. and
Canada will have various benefits for Green, Gold and Reserve
members. Starbucks has 35.5 million active loyalty members in the
U.S. alone.
Green members will still earn one star per dollar spent, and stars
can be redeemed for food and beverages. But they will earn a $2
credit faster than before and get free drink modifications once per
month, the company said.
Members who spend more will earn more perks. Reserve status members,
who must earn 2,500 stars in 12 months, gain access to exclusive
merchandise and events, including all-expense paid trips to
coffee-focused destinations like Milan and Costa Rica.
Earlier this week, Starbucks reported stronger-than-expected sales
in its fiscal first quarter. The company said its same-store sales
were up 4% globally and in the U.S. in the October-December period,
which marked its best U.S. performance in two years. It expects
global and U.S. same-store sales to rise 3% in its 2026 fiscal year.
On Thursday, the company shared guidance for its 2028 fiscal year.
It continues to expect U.S. and global same-store sales to rise 3%
or more, and it expects revenue to grow by 5%. Starbucks also
forecast earnings per share of $3.35 to $4. That compares to
adjusted earnings per share of $2.13 in its 2025 fiscal year.
Starbucks shares fell 1% in midday trading Thursday.
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