Top moments from Starbucks Leadership Experience 2025 in Las Vegas
More than 14,000 coffeehouse leaders from across North America are coming together for a high-energy, three-day rally designed to build on the momentum of the company’s “Back to Starbucks” strategy.
Updated June 11, 2025 at 6:20 p.m. PT
Highlights from Day 2: Starbucks crowns its first Global Barista Champion as 14,000 coffeehouse leaders carry the spirit of LE25 home
Day 2 of Starbucks Leadership Experience 2025 opened with a dazzling display — a giant Cold Brew lighting up the Las Vegas Sphere — and closed with 14,000 coffeehouse leaders united in a powerful pledge to carry the spirit of LE25 back to their communities.
We have a winner! Meet the first-ever Global Barista Champion
After three days of intense competition, Nobuki from Japan was named the first-ever Starbucks Global Barista Champion, beating out 84,000 baristas worldwide. Nobuki’s storytelling and signature drink, Blooming Yuzu Espresso, won over the judges. He will now have the opportunity to co-create a beverage that will be served in Starbucks coffeehouses to be released in the near future.
“We are serving a cup of coffee to each person, but that service could change the world. Because what we do as our service – it is a wonderful thing,” Nobuki shared after his victory. “With being the first Starbucks Global Barista Champion, I want the next champion to go above and beyond!”
Innovation in Action: Meet the first ‘Starting 5’
Starbucks coo Mike Grams introduced the Starting 5 — a new program in which a lineup of five stores test new innovations before they roll out nationally. The first-ever Starting 5 are from the Chicago-area, where store managers and retail leaders have been testing initiatives and garnering incredible improvements in sales and transactions as a result of Green Apron Service. The five store managers who launched the pilot joined Grams on stage to fire up the crowd and share their experience. Other ‘Starting 5’ coffeehouses will find solutions for different operations challenges, including product testing and workflow improvements.
“I’ve been able to deploy my partners in the correct positions at the right time, doing the right roles and routines, and being able to craft and connect with our customers. This has elevated the experience for the partners and the customers,” store manager Alisha shared, adding the key to their team’s success is having a growth mindset. “Be willing to change. Be willing to try out things. Some things will work. Some things won’t work. Start hiring. Start hiring the right partners. That’s how we want to keep the momentum going.”
Grams also shared highlights from his many conversations with partners (employees) in markets around North America and charted a path forward to give coffeehouse leaders more control and more support.
“You know your coffeehouses,” said Grams. “[That’s why] it’s going to be you making the decisions with your district manager, your regional director, on what makes sense – to unlock the morning and smooth out the afternoons as we go forward.”
Grams also talked about the path forward that Starbucks offers for a career, and the opportunity for those who start at Starbucks to grow their career over the long term.
“Not all of us have the plan when we start a job, or know where it’s going to end up, but Starbucks is a place where you can create that ending,” said Grams. “You can be with us. When you start with Starbucks there’s so much opportunity to go into different jobs – whether that’s becoming a district manager or on the pro side of the business. There’s so many ways you can grow your career. And you have my commitment to invest in your development.
“The strength of Starbucks will come from inside, and we’ll find the right away to do it so you have those opportunities.”
Honoring Excellence in Service
During the general session, Grams also recognized the first recipients of a coveted Golden Apron, awarded to partners who go above and beyond to support the brand, their fellow partners and their customers. The inaugural recipients joined him on stage: Shiba from Ontario, Canada; Gloria from Newport Beach, Calif.; Linh from Campbell, Calif.; Shelli from Las Vegas; Val from the Finance team in Seattle; Shanel, a leader for the Midwest based in Chicago; Dennis, a leader from the Eastern Zone, Emely from New York City, NY; Gladys from New York; and Alisha from Chicago.
Throughout LE25, leaders also paid tribute to the more than 200 Starbucks partners with 30+ years of service, including Dave Seymour, Starbucks’ longest-tenured partner at 43 years, who started on the same day as Howard Schultz in 1982. “These partners are the heartbeat of our brand,” Grams said.
Schultz reflects on the power of the Third Place
CEO Brian Niccol surprised the audience with a guest appearance and fireside chat with Starbucks founder Howard Schultz. The surprise, met with thunderous applause and standing ovation, preceded a thought-provoking conversation in which Howard shared reflections on the power of the Third Place — a concept that has long defined Starbucks as more than just a coffee shop, but a space for human connection. He reminded the audience that in a world filled with anxiety and uncertainty, people are “longing for human connection,” and Starbucks is uniquely positioned to meet that need. “We are a company steeped in humanity,” he said.
Schultz praised Niccol’s “Back to Starbucks” strategy, saying “it’s to the point, and it’s exactly the tip of the spear of who we should be, and who we are, [because] we are above all else, a coffee company.” He emphasized that Starbucks must remain a coffee-first company, where the craft of coffee and the customer experience are paramount. “The foundation must be coffee,” he said, urging leaders to uphold the highest standards and take personal responsibility for every detail — from the aroma of the store to the perfect cappuccino.
Niccol echoed this passion, highlighting the importance of culture and the role of every partner in carrying it forward. Schultz reinforced this with a powerful metaphor: every decision should be made with “two chairs” in the room — one for the partner and one for the customer. “If the answer is no, we shouldn’t do it,” he said. “Make our people proud and exceed the expectations of our customers.”
Going above and beyond with Will Guidara
New York Times best-selling author and restauranteur Will Guidara followed with a masterclass in “Unreasonable Hospitality,” urging partners to create unforgettable, deeply personal moments for customers. Drawing from his experience at New York City’s renowned Eleven Madison Park, Guidara emphasized that excellence is just the starting point. What truly sets a business apart is the willingness to care more than expected. “One size fits one,” he said, urging teams to be present, act with intention, and turn small gestures into lasting memories.
Riding a Green Wave
In a powerful closing moment, partners capped off the event’s final General Session with a Green Wave – a Starbucks twist on a sports tradition. The moment symbolized a collective dedication to hospitality, innovation, recognition and leadership to creating something bigger than any one coffeehouse or one moment.
“The Green Wave is every partner standing up and stepping forward,” Grams said. “It’s every store showing up with pride and purpose. It’s all of us, from every corner of the company, moving together – confident, connected, and committed.”
From Bean to Cup
After General Session, partners explored three different breakout sessions to immerse them in the craft and world of coffee. The expansive All About Our Coffee pavilion featured live plants, multimedia storytelling, tasting rooms, large-scale displays and a view into farms around the world – all showcasing the coffee bean’s journey from farm to cup. A hands-on workshop called Leading a Coffeehouse helped store managers develop and grow their skills. At the Green Apron Service training, partners gained practical advice and resources on how to provide best-in-class customer relationships as they execute on the Back to Starbucks strategy and reignite the soul of the company in coffeehouses across the U.S. and Canada.
What happens in Vegas…doesn’t stay in Vegas.
As they wrapped up an epic two days of leadership development, partners signed a commitment wall, pledging to bring the lessons, energy and inspiration of LE25 back to their coffeehouses.
Updated June 10, 2025 at 8:15 p.m. PT
LE25 Day 1: Starbucks hosts its largest coffee tasting ever as chairman and ceo Brian Niccol and his leadership team take center stage
Starbucks just wrapped up the first day of its biggest leadership event ever—and it’s not just about coffee (though there was plenty of that too!). The 2025 Starbucks Leadership Experience is officially underway in Las Vegas, bringing together store managers and retail leaders from across the U.S. and Canada for connection, inspiration and a bold return to the company’s roots.
Getting Back to Starbucks
Starbucks chairman and ceo Brian Niccol set the stage with an inspirational message about Starbucks role in the lives of its customers and communities. He emphasized the importance of refocusing on what has always set Starbucks apart — a welcoming coffeehouse where people gather and are served the finest coffee, handcrafted by skilled baristas. “We are here to recognize each and every one of you, reconnect with this community and celebrate what’s working. And we have to tackle the things that need fixing together,” said Niccol. “Starbucks is way too important to each of us, and frankly, to the world, for us not to be hugely successful.”
Starbucks debuts 1971 Roast™ at its largest-ever coffee tasting
The day kicked off with a record-breaking coffee tasting led by Michelle Burns, Starbucks global head of coffee, featuring a first sip of the upcoming Starbucks 1971 Roast™, a dark roast set to launch in January. The company also shared that Starbucks has fulfilled its commitment to provide $100 million in financing to coffee farmers around the world through its Global Farmer Fund. She also unveiled two new Starbucks Innovation Farms – Highlands of Alsacia in Costa Rica and Valley of Volcanoes in Guatemala —because innovation starts at the source.
Delivering the customer experience: Introducing Green Apron Service
Starbucks is refocusing on what makes its stores feel welcoming and personal. At the center of this effort is Green Apron Service – a refreshed and uniquely Starbucks approach to customer connection that emphasizes three simple things: warmly acknowledging every customer, engaging with kindness, and making every moment right.
With plans to scale in the U.S. and Canada this summer, Green Apron Service gives partners a clearer understanding of what great service looks like, with specific standards to guide them.
To support this, Starbucks is rolling out a new Coffeehouse Playbook, which brings together updates to staffing, scheduling, technology and routines that simplify tasks and create more space for connection. The goal: give partners the space and tools to focus on connection, not just production. The Coffeehouse Playbook is already in 1,500 locations and will scale across nearly all U.S company owned and operated stores by fiscal year-end, with continuing updates as solutions and ideas are ready to scale. Starbucks is also launching Coffeehouse Walks — regular visits by leaders to stores, designed to offer real-time support. This idea came directly from listening to partners in five Chicago stores.
Grams pledged to build systems with store managers, not just for them. “I will involve you in every decision I make, every system we create, every opportunity we shape,” he said. “I will seek out your wisdom, your ideas, your hard-won expertise. And I will look to you for your guidance and your engagement so that we can get Back to Starbucks together.”
Making Starbucks the unrivaled best job in retail
In a moment that drew wild applause from store managers in the audience, Starbucks announced that starting this fall, it will introduce a dedicated, full-time Assistant Store Manager role in the majority of its U.S. company-operated stores by the end of 2026, with plans to expand to Canada next summer. This strategic move aims to bolster internal career growth and enhance leadership presence during more operating hours, aligning with the company’s ‘Back to Starbucks’ strategy.
Starbucks also continues to lead the industry in partner (employee) care, offering industry-leading pay and benefits that average more than $30 per hour for baristas, along with a strong commitment to hiring 90% of retail leaders from within. Early results since launching Back to Starbucks show record-high shift completion, record-low turnover, and rising partner engagement scores. At LE25, Sara Kelly introduced shift supervisor Chantel, who recently earned her college degree with 100% tuition-coverage from the Starbucks College Achievement Plan. “When we say we’re making Starbucks the best job in retail, we mean it,” said Kelly. “Because when our partners feel supported, they pour that care into every cup they serve.”
Starbucks is also making enhancements to store technology to improve the day-to-day partner experience. With Green Dot Assist, Starbucks is launching a generative AI-powered solution designed to be a virtual assistant and support partners in real time with everyday questions, from drink standards to inventory guidance to troubleshooting the POS. The company is also previewing its next-generation POS system, aimed at improving order accuracy, partner workflow and uptime.
Establishing Starbucks as the community coffeehouse
What does it mean to be the community coffeehouse? Meredith Sandland and Brady Brewer shared their insights on how Starbucks is making a great stage for customer connection. Sandland, who leads new store development as executive vice president and chief coffeehouse development officer, said, “Our recent renovations really get it right. And they’re a great example of the coffeehouse vibe we’re working to create.” Brewer, Starbucks chief executive officer for Starbucks International, said, “It’s the little gestures that bring the Third Place to life. The connections and community we create are a gift we give to customers and to ourselves. It feels good and creates meaning and purpose in what we do.”
Reintroducing Starbucks to the world
Tressie Lieberman, global chief brand officer, showcased her team’s efforts to reinvigorate the Starbucks brand. “Every touchpoint a customer experiences matters: a social media post, the flow of the Starbucks app, the perfect first sip, the merchandise on the shelves, the music, and a simple hello when someone walks into the café,” she said. “Together, they reinforce that we are a premium, lifestyle brand – and create pride to carry the Starbucks cup.”
Under the Back to Starbucks strategy, the company is reimagining and modernizing its beverages and food to build a relevant, hype-worthy global menu that will resonate with customers. Starbucks will also be bringing back raspberry syrup for a very limited time this July to delight fans, and the company plans to bring more flavor drops in the future.
Starbucks is also taking a new, deliberate approach to pilot menu innovations through a program called Starting Five. Under this model, select coffeehouses in the U.S. are testing new products – from the layered, limited-edition Strato Frappuccino to warm, freshly baked croissants made right in-store, and protein in coffee. Learnings will help shape the products to reflect customer preferences and the partner experience before a national launch.
Meanwhile, an exciting global search is underway for two paid, full-time Starbucks Global Coffee Creators — one current partner and one external content creator—who will travel the world for 12 months, capturing and sharing unique Starbucks experiences and the craft behind every cup on social media.
Global Barista Championship finalists advance to Finals
On Day 1, the Starbucks Global Barista Championship continued for the 12 competing baristas with three more events – Latte Art, Store Rush and Signature Beverages. Based on combined scores from the first two days of competition, four finalists will advance to the finals on June 11. Representing the pinnacle of Starbucks barista craft and creativity, the finalists are Nobuki from Japan, Sumayyah from the Europe, Middle East, and Africa region, Takahiro from the Tokyo Reserve Roastery, and Chico from the Shanghai Reserve Roastery.
A tribute to Mellody Hobson
Niccol ended the day’s general session with a heartfelt tribute to Mellody Hobson for her two decades of dedicated service on the Starbucks Board of Directors. The audience got on their feet as a tearful Hobson joined Niccol on stage, where he announced a $1 million contribution in her name to the Cup Fund supporting partners in need. “On behalf of everybody at Starbucks, I want to thank Mellody for her fearless leadership, tremendous heart, and deep loyalty to our company,” he said. “I was right,” Hobson shared with the audience about her initial call to recruit Niccol to Starbucks. “He knows what to do.”
Creating a positive impact, together
At LE25, The Starbucks Foundation announced that it received more than 56,000 nominations from North America partners for a Neighborhood Grant for a local nonprofit in the community. With 85% of coffeehouses nominating at least one organization, the foundation is expected to give over $5 million in grants this summer.
This week, Starbucks is also demonstrating how major events can be designed with sustainability and community in mind. Starbucks is planting 10 trees per LE25 attendee to support reforestation efforts in South American coffee-growing communities and diverting food waste and coffee grounds to local farms and composters. Any surplus food will be donated through the company’s local FoodShare partner, Three Square Food Bank in Southern Nevada. The event is also powered by 100% renewable electricity sourced from within 500 miles of Las Vegas.
Starbucks Rallies 14,000 North America Coffeehouse Leaders to Accelerate its ‘Back to Starbucks’ Strategy
Starbucks is going big in Las Vegas with its largest-ever gathering – Leadership Experience 2025 (LE25). More than 14,000 coffeehouse leaders from across North America are coming together for a high-energy, three-day rally designed to build on the momentum of the company’s “Back to Starbucks” strategy.
Chairman and ceo Brian Niccol and coo Mike Grams are leading the charge, unveiling bold moves to deliver exceptional customer service and reestablish Starbucks as the community coffeehouse. LE25 is more than a conference – it’s a gathering to reignite the soul of Starbucks. A renewed focus on hospitality, tools to empower and equip partners, and a return to handcrafted excellence – alongside the company’s first-ever Starbucks Global Barista Championships – are all on the agenda for this week.
