From Pilot to Progress: Meet the Coffeehouse Coach

Strong coffeehouses start with strong leadership – leaders who are present, supported, and ready to grow. That belief guided the updates we shared with over 14,000 coffeehouse leaders at Starbucks Leadership Experience 2025 last summer, when we announced plans to bring at least one dedicated assistant store manager (ASM) to nearly all coffeehouses across North America.  

In the fall, we put those updates into practice through a pilot in select U.S. districts, testing and refining the role with partners and leaders on the floor. Over the course of the pilot, 62 partners stepped into the position and helped us understand what works — from hiring and onboarding to training, leadership coverage, and the everyday moments that make a coffeehouse run.

What we learned from the pilot was clear: when leaders have the right tools and time, everyone benefits. Partners felt more supported. Coffeehouse leaders could better balance their workload. Shifts ran smoother. And partners felt more confident about career growth opportunities. 

Building on the insights from the fall pilot, we’re also transitioning the role to a new title: the coffeehouse coach. This better reflects what the role is designed to do — be more focused on people and the coffeehouse experience. Coffeehouse coaches are dedicated, full-time leaders who will work with their coffeehouse leader to keep things running smoothly across all day parts, supporting customers and helping partners grow. They’re the go-to resource during busy shifts, ready to jump in, answer questions, and provide real-time coaching. 

What’s Next 

We’re putting those learnings to work. This investment is a big part of our commitment to hire 90% of retail leaders internally and create clear paths for partners who want to step into leadership roles and build a career with Starbucks.  Coffeehouse coach roles will begin posting nationwide in the coming months and continue throughout the year, with the goal of having at least one coffeehouse coach in nearly every U.S. location by year’s end, effectively doubling our leadership presence and support. Canada is next on the horizon. 

To every partner who helped shape this pilot: thank you! You’ve laid the foundation for stronger coffeehouses and new opportunities ahead. And to partners considering what’s next: we’re building the path, and we can’t wait to see where you take it.