STARBUCKS | BACK TO STARBUCKS CUSTOMER EXPERIENCE SALES PLAN
2026 • Corporate Sales Plan
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1. Sales Plan Overview
The Back to Starbucks strategy places the coffeehouse, human connection and consistently excellent coffee at the
center of commercial growth. Customer experience is treated as a growth driver: improving the reason to visit, the ease
of ordering and the quality of each visit supports traffic, visit frequency and comparable-store sales over time.
The commercial model brings together a coffeehouse-first operating approach, customer connection, convenience,
beverage and food quality, store experience, disciplined portfolio optimization and new coffeehouse development.
Sustainable sales growth depends on making the customer promise tangible in daily store operations and relevant
across occasions and channels.
Sales objective
Commercial expression
Measures
Grow customer visits
Make the coffeehouse welcoming, relevant
and easy to use.
Transactions; store traffic; customer
frequency
Strengthen visit value
Deliver quality beverage and food with
personalization and clear choice.
Average ticket; product mix;
comparable-store sales
Enable repeat business
Connect service, digital convenience and
Rewards engagement.
Rewards engagement; repeat visits;
customer satisfaction
Grow the portfolio sustainably
Improve store productivity and develop
stores in attractive markets.
New-store contribution; store productivity;
portfolio performance
2. Customer Experience Strategy
Every visit should combine hospitality and human connection with consistent beverage quality, faster service,
dependable order accuracy and a welcoming coffeehouse environment. Strengthening Starbucks as a “third place”
means supporting a comfortable setting for customers to pause, connect and return, while preserving convenient options
for customers who are on the move.
Priority
In-store expression
Sales relationship
Hospitality and connection
Attentive, personal interactions that make
customers feel welcome.
Builds preference and reasons to return.
Beverage and food quality
Consistent preparation, product standards
and careful handoff.
Supports trust, purchase and repeat choice.
Speed and accuracy
Clear order flow and reliable fulfillment
across channels.
Reduces friction and supports completed
visits.
Welcoming third place
Comfortable seating and community-oriented
atmosphere.
Encourages longer, more meaningful
coffeehouse occasions.
Convenience
Mobile ordering, delivery and well-managed
pickup.
Makes Starbucks accessible across
customer routines.
3. Green Apron Service
Green Apron Service is an operating standard that supports a warmer, more consistent customer experience while
strengthening execution. It aligns partner deployment and operational support to customer demand so that hospitality,
order flow and beverage quality work together during both peak and quieter periods.
