Starbucks has decided to take an important step that will mark a turning point in how it serves its customers in the United States. After years of focusing on technology and speed, the chain will leave behind pickup-only stores to return to what has always been its essence: human contact. This change will begin in 2026 and promises to transform the coffee experience forever.
The end of the pickup-only model
For six years, Starbucks used the "Pickup-Only" model, where customers only picked up coffee ordered through the app without interacting with staff. These locations had little seating and lacked a cash register, which made them very functional but also cold and impersonal.
Brian Niccol, CEO of Starbucks, explained that this format ended up dehumanizing the experience, something that goes against the heart of the brand. For Starbucks, coffee is more than speed: it's a moment to connect with other people, a space to feel at home.
Technology continues, but with a human touch
Although Starbucks is saying goodbye to Pickup-Only stores, it isn't abandoning its commitment to technology. The app will continue to operate, allowing customers to place orders in advance and keep its loyalty programs. The difference now is that technology will be a tool to improve the experience, not to replace interaction between customers and baristas.
This approach aims to combine the best of both worlds: digital efficiency with the warmth of a closer and more personalized service.
Renovation and new experiences in stores
In addition to closing some Pickup-Only stores, Starbucks will invest in renovating its traditional locations. Each store will receive approximately $150,000 to improve lighting, furniture, and layout, with the goal of creating more welcoming and comfortable spaces.
Starbucks is also testing new, smaller store formats that, although they have limited space, will offer a warmer atmosphere and a middle ground between speed and experience. The idea is for customers to want to stay, enjoy, and return.
Coffee as a social experience
This change is part of the "Green Apron Service" plan, a $500 million investment aimed at bringing hospitality and human connection back to the sector. Starbucks wants its stores to once again be places where people can relax, chat, or simply enjoy a coffee without rushing.
The company knows that in the digital age, personal interaction is lost, which is why it wants to recover that warmth. In an increasingly fast-paced world, Starbucks wants coffee to be an excuse to reconnect.