Starbucks Plans to Hire More Baristas to Win Back Customers

Starbucks is gearing up to hire more baristas as part of a big push to bring customers back and boost sales, according to CEO Brian Niccol. The coffee chain saw a 1% drop in global sales for the three months ending March 2025, its fifth straight quarter of declines, and Niccol is betting on better service to turn things around.

In a recent earnings call, Niccol shared that adding more staff will help speed up service and make visits more enjoyable, even though it’ll cost the company more. “We’re counting on this to drive growth,” he said, aware of the financial risk. The extra hands are meant to tackle complaints about long waits and spotty service, which have pushed some customers toward competitors like Dunkin’ or Costa Coffee.

Beyond hiring, Starbucks is giving its stores a makeover with fresh designs, rolling out new menu items, and loosening its dress code to create a friendlier vibe. Niccol wants Starbucks to feel both upscale and approachable, especially as rivals lean on tech to cut costs.

Unlike many chains turning to machines to save on labor, Starbucks is sticking with its people-first approach. “Our customers love the personal connection our baristas bring,” Niccol said. The move is a bold one in an industry where automation is becoming the norm.

Not everyone’s sold on the plan. Some analysts think focusing on service is smart, but others worry the extra payroll could hurt profits if sales don’t pick up soon. Starbucks’ stock has taken a hit this year as investors grapple with concerns about inflation and changing customer habits.

The numbers tell a tough story: with same-store sales slipping, Starbucks needs this plan to work. By betting on its baristas and a better customer experience, the company hopes to win back coffee lovers and regain its edge. Only time will tell if these changes will perk up business, but for now, Starbucks is brewing up a comeback with its team at the heart of it.