Starbucks Shakes Up Strategy: Closing 90 Stores Nationwide, Including 20 in California

Starbucks is making a bold move by closing 90 of its pickup-only stores across the United States by 2026, with 20 of these located in California. This decision marks a significant shift in the coffee giant's approach to customer service and store operations.

The End of Pickup-Only Stores

Introduced in 2019, the pickup-only model was designed for mobile orders and quick pickups, eliminating the wait time associated with traditional stores. However, CEO Brian Niccol announced during a recent earnings call that this model no longer aligns with Starbucks' renewed focus on enhancing customer service and encouraging customers to "get back to Starbucks."

California Stores Affected

The list of California locations set to close includes stores in Los Angeles, San Francisco, San Diego, and more. Some of these locations will be permanently shut down, while others may be converted into traditional Starbucks coffeehouses in the future.

A Shift in Marketing Strategy

This move is part of a broader marketing strategy overhaul initiated by Niccol, who took over as CEO last September. The strategy emphasizes improving customer experience and reinvigorating the Starbucks brand.

For more updates on this developing story and other local news, stay tuned.