Starbucks Hosts 14,000 Leaders, Expands Assistant Manager Role Across U.S.

Starbucks is launching a major initiative to strengthen its U.S. company-operated stores by adding at least one dedicated, full-time Assistant Store Manager (ASM) to most locations starting this fall, as part of its 'Back to Starbucks' strategy. This move aims to provide more consistent leadership during operating hours, allowing store managers to better focus on developing talent and engaging customers, with a goal to hire 90% of retail leadership from within. The announcement was made at Starbucks' largest-ever Leadership Experience 2025 event in Las Vegas, attended by over 14,000 coffeehouse leaders, highlighting the company's focus on human connection, operational excellence, and employee empowerment. Starbucks also introduced Green Dot Assist, a virtual assistant designed to support baristas in real time, enhancing employee experience through technology. The Leadership Experience event emphasized improved customer service standards, including a four-minute wait time target, sustainability efforts, and a renewed culture of hospitality and excellence. Overall, Starbucks is investing in both people and technology to accelerate its turnaround and deliver a superior coffeehouse experience.