Starbucks to open 2,000 stores in major expansion pivot
Financially, the company is targeting 5% consolidated net revenue growth and a non-GAAP operating margin of 13.5% to 15% by fiscal 2028.
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Starbucks has announced a major reversal of its store strategy, planning over 2,000 net new openings globally by 2028 after a period of significant store closures.
The “Back to Starbucks” plan, unveiled at the company’s 2026 Investor Day, marks a return to physical expansion with a specific focus on adding approximately 400 net new company-operated stores in the US.
The group intends to add more than 25,000 café seats across its US estate by the end of 2026 to restore the “coffeehouse” experience for customers.
Story Stream: More on Starbucks
Internationally, the chain aims to double its footprint to 40,000 locations, driven largely by an ambition to reach 20,000 stores in China.
Financially, the company is targeting 5% consolidated net revenue growth and a non-GAAP operating margin of 13.5% to 15% by fiscal 2028.
To support this growth, Starbucks confirmed its “Green Apron Service” model is now fully operational in North America, which has helped reduce peak service times to less than four minutes.
Additionally, the company will launch a reimagined Starbucks Rewards programme on 10 March 2026.
The new structure features three tiers, including Green, Gold, and Reserve, to drive engagement among a member base that already accounts for nearly 60% of US revenue.
Starbucks is also deploying artificial intelligence through a “Smart Queue” system to manage the flow of café, mobile, and delivery orders.
On the menu, the brand is targeting the “afternoon reset” occasion with new launches including Ube-flavored beverages and premium customizable chai.
Brian Niccol, chairman and chief executive of Starbucks, said: “Starbucks is back. Customers are responding to our commitment to world-class service, compelling menu innovation, and marketing that truly resonates.
“We see significant opportunities in the US and around the world. Growth doesn’t require us to become something new, it requires us to be exceptionally good at who we already are.”
Mike Grams, chief operating officer, added: “Even with our scale, the US coffeehouse growth opportunity for Starbucks is big and broad. In fiscal 2028, we expect to ramp up to build about 400 net-new coffeehouses across our US business.”
