The official announcement closes the store! Starbucks completely eliminates the self-mentioned store model!

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Last week, Starbucks reported its third-quarter earnings report ended June 29, 2025, with consolidated net income rising 4% to $9.5 billion, but same store sales in North America fell 2%.

At this earnings conference, Starbucks CEO made it clear that it would completely eliminate "Pick-up Only" stores by 2026, that is, stores that only provide self-service drinks. Media said that the decision by Starbucks executives will affect nearly 90 stores in more than 20 states across the United States.

"USA Today" reported that Starbucks launched a new marketing strategy before and after the epidemic in 2019, opening self-delivery stores in airports, universities, and office buildings in many places in the United States. Customers place orders through mobile apps and can take them away without waiting after arriving at the store. A drink made by the barista.

Compared with regular stores, self-picked stores require smaller stores, fewer employees, and fewer overall store opening costs and operating costs. In addition, the concept of self-picking stores was in line with the consumption needs of users in the epidemic environment, so these stores were welcomed by customers after opening, so that Starbucks executives at the time believed that "picking up goods quickly without waiting" or they would become coffee consumers. Future consumption direction.

But six years later, when reviewing the self-mentioned store model, Starbucks executives found that such stores had become unpopular with users after the epidemic ended. They noticed that many consumers seem to be more eager for face-to-face communication and consumption methods, and are willing to sit in a traditional coffee shop, chat, work, and enjoy a cup of coffee.

In fact, more and more customers feel that although this "pick up but not sit" store model is efficient and convenient, it lacks atmosphere and temperature. Therefore, after the epidemic ended, the business of self-mentioned stores has deteriorated and the door is deserted. In this regard, Starbucks CEO bluntly pointed out,"We find that this store form is too cold and impersonal, and has deviated from the core characteristics of the Starbucks brand: warmth and connection."

In his view, Starbucks should try to find the "third space" where people were willing to walk into the store, sit down, communicate and feel the atmosphere. The impersonal self-delivery store conflicts with this concept and does not conform to the business tone he set for "returning to Starbucks."

Based on this, Starbucks officials announced that they would stop the self-mentioned store model. The 90 existing self-delivery stores in the United States will gradually close their operations. Some of them will be closed permanently, and some will be transformed into traditional coffee shops after closing down.

However, despite the decision to adjust the store market layout and eliminate self-delivery stores that do not meet current market demand, Starbucks stated in a statement sent to USA Today that it has no plans to stop the pace of digitalization. The brand said that orders placed through mobile phones account for 31% of its overall transaction volume. Fast and convenient mobile ordering, payment, etc. will still be the focus of Starbucks 'future operations. The digital model will only make physical store operations more efficient.

Picture from: Internet

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