In recent years, a quick stop at Starbucks has started feeling more like a patience test than a coffee break.
Long lines, delayed orders, and an atmosphere that’s lost its spark have pushed some loyal customers to give up their daily runs altogether.
But now, Starbucks is gearing up for what it calls the biggest hiring spree in its history—and it’s all about fixing what’s been going wrong.
A Bold Plan to Add 85,000 Workers Nationwide
Starbucks has announced plans to hire as many as 85,000 new employees across its 17,000 U.S. stores.
The aim? To tackle the growing frustration around sluggish service.
Customers have been complaining about wait times that can stretch to 20 minutes or more, with many simply leaving before ever getting their drink.
CEO Brian Niccol shared the news at a major internal event in Las Vegas, calling it “the biggest human capital investment in connection in the history of Starbucks.”
And it’s not just about speeding things up—Niccol says this move is also about bringing back the warmth and human interaction that once defined the brand.
From Overworked to Rejuvenated: The Goal Behind the Hiring Spree
Starbucks baristas have long raised concerns about being stretched too thin.
Before the pandemic, the average store had about 23 employees.
That number has since dropped to 18 or 19, which has left workers overwhelmed and unable to deliver the personal touch Starbucks used to be known for.
Niccol wants to restore those pre-COVID staffing levels.
Even if only the 11,000 company-owned locations participate, the plan still calls for 44,000 to 55,000 new hires—an investment that’s expected to top $1 billion in extra labor costs in fiscal 2026, according to Jodi Love, a Starbucks shareholder and manager at T. Rowe Price.
Bringing Back the ‘Third Place’ Magic
The hiring strategy is part of a larger mission: reviving Starbucks’ identity as a comforting “third place”—a space that’s not home or work, but somewhere in between, where people feel seen and connected.
As Niccol explained, “We over-rotated on equipment and forgot the importance of human service.”
He believes what makes Starbucks stand out isn’t the tech or the fancy gadgets—it’s the human connection.
With many people feeling increasingly lonely despite being constantly online, he says society desperately needs more places where real, in-person connection happens.
Small Touches, Big Impact: Personalized Cups Are Making a Comeback
As part of that emotional reconnection, Starbucks is encouraging baristas to start handwriting notes on customers’ cups again—a small but powerful throwback to the days when ordering coffee felt like a personal experience.
Niccol is also cutting back on overly complicated drink options and simplifying promotions, making the menu more manageable and service faster.
These changes, he hopes, will eliminate the customer’s number-one complaint: long wait times.
A New Chapter Under Brian Niccol
Niccol, who previously led Chipotle, took the Starbucks reins last year amid declining sales and a growing identity crisis.
His predecessor, Howard Schultz, also made an appearance at the Las Vegas meeting to voice his support. “We’re not a company based on technology,” Schultz reminded the crowd.
“That enables us—but we’re a company based on people.”
With a renewed focus on community, connection, and kindness, Starbucks is betting big on its people to turn things around.
Whether this investment pays off remains to be seen—but for customers and baristas alike, help is finally on the way.