Facing lower-than-expected results, new CEO Brian Niccol said Starbucks will bring back more staff and reduce reliance on automated systems that had replaced baristas. Niccol argued that technology alone couldn’t deliver the personal service customers expect, and he plans to simplify menus, adjust pricing, and refocus on in-store experiences. Some see this as a necessary correction to win back frustrated customers, while others question if it will be enough to reverse ongoing sales drops. Starbucks is also testing fresh baking and other small touches to encourage customers to spend more time in its cafes.
See "Starbucks says cutting shop staff in favour of automation has failed", Joanna Partridge, The Guardian, May 1, 2025