Starbucks is going to change completely, and if you were used to ordering through the app and picking up your coffee without taking more than two minutes to have it in your hands, that’s over. Six years after implementing their Pick-up model, they say goodbye to it forever. The reason? They want to get rid of so much technology and go back to something essential for humans: contact. That’s right, this step back prioritizes the human experience in their coffee shops, recovering the original spirit that defined the brand for so many years. Want to know more? Stay and we’ll tell you.
Human + human = connection
That is the idea of this coffee chain. The Pick-up Only has made everything dehumanized, much colder and unnatural, don’t you think? And we know that Starbucks really takes care of the customer experience. That’s why Brian Niccol, the company’s CEO, announced this decision.
According to him, this store model is “lacking in human quality” and that is exactly what Starbucks always represents, connection, experience. And yes, even though the concept is very practical and functional in urban environments and especially in airports or places near hospitals, it no longer matches what the company is looking for. They needed to rethink it.
What is Pick-Up Only?
These were locations designed only for those customers who wanted to pick up their order. They order their coffee through the app and go pick it up, they didn’t even have a register and there was barely any place to sit. No meaningful interaction with the staff (and certainly none with other customers). Very efficient, yes, but it strayed too far from the Starbucks image, where you can order a coffee and spend hours there, where they write your name on the cup and Starbucks employees end up feeling like part of your family.
The digital era continues, but…
Even Starbucks is saying goodbye to the pick-up-only store concept, it’s not abandoning its digital strategy. Niccol expressed his confidence in the company’s current digital tools, highlighting that these will continue to offer convenience without needing specific locations.
So, the app won’t disappear, their loyalty systems will remain active, and you will still be able to place your order in advance. The company believes it’s possible to combine technological efficiency with a more human experience and is going to try it now. We’ll see how it goes because this change will start in 2026!
Reviving the Starbucks experience
The changes at Starbucks go a bit further, they are going to close some stores and renovate their more traditional locations. Each store will receive an investment of 150,000 dollars to improve the lighting, furniture, layout, and thus make customers much more comfortable and want to come back, which is the main goal!
Also, some pick-up locations will be repurposed, and new models of smaller stores are being tested, with limited seating space, designed to offer a middle ground between speed and a cozy atmosphere.
Coffee with a scent of reunion
All of this is part of the “Green Apron Service” plan, a 500 million dollar initiative aimed at bringing hospitality back to the business. Starbucks wants their stores to be that place again where you can relax, talk, or simply enjoy a good coffee calmly, not everything has to be a rush!
But why now?
It seems Starbucks is tired of everything being cold, they feel the need to reconnect emotionally with their customers again, something that was lost with so many changes and so much technology.
So it’s not just about coexistence, they want to create unique experiences with every coffee they serve and build loyalty among their audience, who will also value the human touch, the atmosphere, and everything that surrounds a good coffee, right?