Empowering Coffeehouse Leaders: Starbucks expands Assistant Manager Role across the U.S.  

We’re strengthening our coffeehouse teams and taking an important step toward our goal of growing talent internally and hiring 90% of retail leaders from within. 

At Starbucks, we often talk about the importance of human connection — how a single moment can transform someone’s day. From a warm smile to handcrafting a beverage, these moments are  made possible by the leaders who support and guide the many partners who wear the green apron. In fact, our coffeehouse leaders are more than operational store managers—they are the heart of the Starbucks Experience, shaping teams, building culture, and delivering the customer connection that defines who we are. 

As we continue to grow and support the next generation of coffeehouse leaders at Starbucks, we’re announcing an important step to ensure they have the time, tools, and support they need to lead effectively and create the Starbucks Experience as we drive our “Back to Starbucks” strategy forward.  

Beginning this fall, Starbucks will add at least one dedicated, full-time Assistant Store Manager (ASM) in most company-operated stores in the U.S. 

This isn’t just about adding the role in more stores — it’s about evolving how we support our customers and green apron partners. The ASM will serve as a true partner to the coffeehouse leader – ensuring consistent leadership presence during more operating hours and helping run the business, guide teams and serve customers.  

For many, it will also be a meaningful first step into coffeehouse leadership, supporting Starbucks goal to develop talent, support internal career growth, and hire 90% of retail leadership roles from within. 

A New Chapter in Coffeehouse Leadership 

Currently, about 20% of our coffeehouses have an Assistant Store Manager (ASM), and the role tends to be short-term and varies by location. With this change, it will evolve to a full-time, dedicated role in most coffeehouses, helping to drive the business alongside the coffeehouse leader, who they will report to. The ASM will help provide consistent leadership support throughout more of the store’s operating hours. This change also allows coffeehouse leaders — who typically oversee multi-million-dollar businesses and lead teams of around 18 partners, on average — to focus more on developing talent, creating the Starbucks Experience, and building community. With a strong ASM by their side, they can lead with intention, not just react to the day-to-day. 

Piloting in 2025, Scaling in 2026 

We’ll begin with an initial phase in September 2025  in six U.S. company-operated districts. We will take learnings from these pilots and scale to the majority of our U.S. company-operated coffeehouses in 2026. And in Canada we will similarly learn from these pilots, and begin to scale in the summer of 2026. 

Making Starbucks the Best Job in Retail 

For us, it goes back to a simple belief: to exceed the expectations of our customers, we must first exceed the expectations of our partners. It’s why Starbucks provides more than competitive pay — we provide equity in the company, 100% tuition coverage for a first-time bachelor’s degree, flexible scheduling tools, up to 18 weeks of paid parental leave, and more, which together average over $30 per hour for baristas.  

Today’s announcement is one more step in this journey. Because when we invest in our partners, we invest in the future of Starbucks — and in the moments of connection that bring our mission to life every day.