Starbucks Launches Green Apron Model Across US Amid Turnaround Plans

Starbucks, under CEO Brian Niccol's leadership, is executing a strategic turnaround plan called 'Back to Starbucks' aimed at improving operational efficiency and customer experience amid rising costs and competitive pressures. The company is rolling out the Green Apron Service Model nationwide to enhance service quality and store performance, supported by increased staff training and labor investments. Niccol's initiatives include simplifying the menu to speed orders, redesigning stores to reinforce the 'third place' concept, and leveraging AI tools to optimize staffing, which collectively have contributed to recent revenue growth and improved employee morale. Despite a slight decline in North American comparable store sales, Starbucks is expanding its footprint with new store openings and sees growth potential in China, where sales have increased despite tough local competition. The company is also requiring corporate employees to return to offices in Seattle and Toronto four days a week to strengthen corporate culture and accelerate decision-making. These comprehensive efforts have boosted investor confidence, reflected in recent stock increases and positive analyst outlooks for long-term growth.