From a customer’s point of view, there’s no such thing as a “licensed” Starbucks or a “company-operated” Starbucks. And there shouldn’t be.  

Whether someone is grabbing coffee on their commute, at the airport, inside a hospital, at a hotel, or on a business or university campus, they expect the same unmistakable Starbucks experience – the same quality, care and handoff. Our responsibility is to deliver that experience seamlessly, wherever Starbucks shows up and however customers choose to order.  

That expectation is what’s guided how we’ve redesigned our U.S. Licensed Coffeehouse Business, and why we’re now positioned to grow with greater focus in the places where customers already are.  

Extending Our Reach – and Staying Part of Daily Life 

Licensed coffeehouses extend Starbucks reach far beyond traditional locations, placing us in hospitals, hotels, grocery stores, airports and campuses – environments where Starbucks is part of customers’ daily rhythm. A familiar stop during a long travel day. A moment of comfort during a hospital visit. A dependable break between meetings or classes.  

These locations are operated by licensee partners who bring deep expertise in how their environments work and how customers move through them. As we grow this business, our goal is clear: to be a worldclass licensor – one that pairs the strength of the Starbucks brand with the operational insight of our partners to deliver shared success.  

A Model Built for How Customers Experience Starbucks Today 

Over the past year, we’ve restructured how we operate this business – shifting from a primarily regional model to a segment-focused approach. That work is already underway.  

Organizing around segments allows us to support licensees based on how their environments actually operate. A Starbucks in a hospital, a grocery store or an airport face very different realities. This structure gives us clearer focus, more relevant support and a stronger foundation to grow in high-potential segments like travel, healthcare and campuses. It also positions us to expand into new segments and evolve our formats and capabilities, bringing the Starbucks experience to life across more customer routines and environments.  

Supporting High-Traffic Locations Differently 

One of the clearest opportunities is in high-traffic environments like airports.  

As we look ahead, we plan to support these locations differently – with technology that gives customers more ways to order Starbucks, while ensuring the same experience and handoff they know and trust. Whether customers order ahead, order digitally, or order at the counter, the result should feel familiar, fast and unmistakably Starbucks.  

Innovation in how customers order, paired with consistency in how the experience feels, is core to how we’re designing growth in these environments. 

Accelerating Shared Success With Licensees 

To support this next phase of growth, we’re launching a set of initiatives designed to strengthen how we work together and to accelerate shared success with our licensees.  

1.       Shared accountability. We’re creating clearer ownership on both sides of the partnership, including a licensee-specific version of our GROW program, clear Starbucks points of contact and consulting support focused on helping operators perform at their best.  

2.       Win-win-win economics. We’re aligning incentives so customers, licensees and Starbucks all benefit when coffeehouses perform well. This includes performance-based incentives and an acceleration of new coffeehouse builds and renovations to support long-term growth.  

3.       A tailored approach to licensed environments. We’re rightsizing product and equipment for different settings and introducing greater sourcing flexibility, so licensees can operate efficiently without compromising the Starbucks experience.  

4.       Joint growth commitments. We’re deepening collaboration through joint business plans and shared investments in innovation, ensuring we grow together with clear priorities and mutual accountability.  

Together, these initiatives reflect our commitment to being the best possible partner – one that listens, adapts and invests for the long term.  

What Customers Will Feel 

Customers won’t notice the structure behind the scenes – they’ll simply feel the difference:  

• More ways to order in busy locations without sacrificing quality or care.  

• Smoother experiences in airports and travel hubs.  

• Greater consistency at the Starbucks they already visit.  

• Partners who are empowered, supported and ready to deliver great moments.  

Growing What Works 

The goal is simple: to grow alongside partners who share our values in the places where Starbucks matters most in everyday life.  

This next chapter gives licensees more clarity and opportunity, gives customers greater consistency and gives Starbucks more ways to be part of the rhythms of their day.  

It’s a stronger model for the future built with our partners for our customers.