But recently, it\u2019s not the drinks that have been in the spotlight \u2014 it\u2019s Starbucks leadership and the brand\u2019s staffing concerns.<\/p>\n\n\n\n
In this blog, we\u2019ll take you through Starbucks\u2019 leadership\u2019s recent challenges with staffing, including:<\/p>\n\n\n\n
- \n
- A brief history of the brand\u2019s staffing struggles<\/li>\n\n\n\n
- How Starbucks leadership is changing the staffing model<\/li>\n\n\n\n
- What your coffee shop can learn from Starbucks leadership\u2019s actions<\/li>\n<\/ul>\n\n\n\n
Let\u2019s dive in. <\/p>\n\n\n\n
Starbucks leadership’s staffing struggles: a brief history <\/h2>\n\n\n\n
Starbucks has struggled with different kinds of staffing issues for the past decade<\/a>.<\/p>\n\n\n\n
But in more recent years, Starbucks employees have started getting louder about their concerns.<\/p>\n\n\n\n
In 2020, Canadian Starbucks employees made headlines<\/a> for vocalizing concerns about understaffing, overworking, and pandemic-related protections. <\/p>\n\n\n\n
In mid-2021, Starbucks workers raised concerns about a \u201cmore intense [workload]<\/a>,\u201d verbal abuse from customers (with no company intervention), and unfair compensation. <\/p>\n\n\n\n
Then, in August 2021<\/a>, employees decided that enough was enough. <\/p>\n\n\n\n
Starbucks workers in Buffalo, NY<\/a>, join forces to advocate for issues they\u2019d collectively experienced, like \u201cshort staffing and unpredictable scheduling, low wages, harassment, and more.\u201d<\/p>\n\n\n\n
Petitions to unionize were filed, a working group called Starbucks Workers United (SBWU)<\/a> was created, and employees across the country started to follow suit. <\/p>\n\n\n\n
Since the formation of the SBWU, Starbucks leadership has been under fire, with employees making sure their concerns are heard loud and clear. <\/p>\n\n\n\n
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- July 2022<\/a>: Starbucks employees across the country strike in response to leadership\u2019s \u201crefusal to bargain in good faith and anti-union tactics like firings and store closings.\u201d<\/li>\n<\/ul>\n\n\n\n
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- November 2023<\/a>: Starbucks employees stage a nationwide \u201cRed Cup Day\u201d walkout, citing a need for higher pay and more staff, especially during the busy holiday season. <\/li>\n<\/ul>\n\n\n\n
- \n
- October 2024<\/a>: The National Labor Relations Board filed a complaint against Starbucks leadership for cutting unionized workers\u2019 hours without bargaining. <\/li>\n<\/ul>\n\n\n\n
- \n
- May 2025<\/a>: Starbucks employees strike in protest of leadership\u2019s new dress code policy,<\/a> arguing the policy \u201cdistracts the company from addressing key issues impacting staff.\u201d <\/li>\n<\/ul>\n\n\n\n
It\u2019s clear that Starbucks employees have been less-than-satisfied with the company\u2019s leadership for a very long time. <\/p>\n\n\n\n
So, what is Starbucks leadership doing now<\/em> to address the past decade<\/em> of employee dissatisfaction?<\/p>\n\n\n\n
Well, according to what CEO Brian Niccol has been saying\u2026 <\/p>\n\n\n\n
They want to do a lot. <\/p>\n\n\n\n
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Adding a new Green Apron Labor Model <\/h3>\n\n\n\n
On July 29, 2025<\/a>, Starbucks leadership announced a brand-new service model called \u201cGreen Apron Service.\u201d <\/p>\n\n\n\n
The Green Apron Service is \u201cdesigned to ensure every customer has a great experience,\u201d and is built on three main pillars<\/a>:<\/p>\n\n\n\n
- \n
- \u201cNew operating standards in our coffeehouses, [centered] on customer service and anchored by five key moments.\u201d<\/li>\n\n\n\n
- \u201cA refreshed staffing and deployment model, [including] additional hours to ensure the right partners are in the right place at the right time.\u201d<\/li>\n\n\n\n
- \u201cSmart Queue technology [designed] to help [Starbucks] consistently meet [their] four-minute service commitment across both caf\u00e9 and drive-thru.\u201d<\/li>\n<\/ol>\n\n\n\n
The model is supposed to include additional in-store features too<\/a>, like \u201ctechnology to more efficiently sequence orders\u201d and the hiring of \u201ca dedicated barista for [drive-thru] orders.\u201d<\/p>\n\n\n\n
After the model\u2019s initial pilot, leadership says the Green Apron Service has promising results.<\/p>\n\n\n\n
\u201cIn just eight weeks of piloting Green Apron Service in 1,500 stores, we\u2019ve seen faster service, stronger customer connections, and more engaged partners,\u201d the brand shared in a press release<\/a>. \u201cThis isn\u2019t just a new way of working\u2014it\u2019s a return to what makes Starbucks special: human connection.\u201d <\/p>\n\n\n\n
Hiring more Assistant Store Managers<\/h3>\n\n\n\n
Current figures<\/a> suggest that only 20% of Starbucks in the US have an Assistant Store Manager, a typically short-term role that varies from location to location. <\/p>\n\n\n\n
But, according to a June 2025 press release<\/a>, that changes this year. <\/p>\n\n\n\n
Starting in fall 2025, Starbucks will add \u201cat least one dedicated, full-time [ASM] in most company-operated stores in the US,\u201d an attempt to address the leadership gap that so many stores have been facing up until now. <\/p>\n\n\n\n
\u201cThis isn\u2019t just about adding the role in more stores,\u201d explains Sara Kelly<\/a>, Starbucks\u2019 Chief People Officer. \u201c[It\u2019s] about evolving how we support our customers and green apron partners. The ASM will serve as a true partner to the coffeehouse leader \u2014 ensuring consistent leadership presence during more operating hours and helping run the business, guide teams and serve customers.\u201d <\/p>\n\n\n\n
This change is intended to provide a more \u201cconsistent leadership presence<\/a>\u201d during Starbucks’ operating hours while also adding a staff member who can help run the day-to-day business, guide and support employees, and also help serve customers. <\/p>\n\n\n\n
![\"\"](\"https:\/\/www.getcraver.com\/wp-content\/uploads\/2025\/10\/Blog-Covers-6-1024x577.png\")
<\/figure>\n\n\n\nCreating a better internal promotions pipeline<\/h3>\n\n\n\n
As of 2024, up to 83%<\/a> of Starbucks\u2019 promotions were internal. <\/p>\n\n\n\n
But, starting in 2025, Starbucks leadership wants that figure to hit 90%. <\/p>\n\n\n\n
\u201cWe\u2019re setting a new goal of hiring internally for 90% of all our retail leadership roles within three years,\u201d said Niccol in an announcement<\/a>. \u201cWe want to create more meaningful career opportunities [with] a clear path to management and leadership. That means an increased focus on internal development, training and mentorship so [we] can promote from within more often.\u201d<\/p>\n\n\n\n
Part of Starbucks\u2019 plan to refocus on internal development and training includes a leadership gathering<\/a> that happened this past June. <\/p>\n\n\n\n
Leadership Experience 2025 (LE25) welcomed over 14,000 leaders from Starbucks stores across North America for the brand\u2019s \u201clargest leadership gathering ever.\u201d <\/p>\n\n\n\n
\u201cThis isn\u2019t just a reset \u2014 it\u2019s a recommitment to who we are when we are at our best,\u201d said Mike Grams in a press release<\/a>. \u201cLE25 is our moment to recommit to a culture of hospitality and excellence. We\u2019re making progress, have real momentum with our \u201cBack to Starbucks\u201d plan and are on the right track to turn the business around.\u201d<\/p>\n\n\n\n
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Prioritize your people <\/h3>\n\n\n\n
Starbucks employees have not always been happy with their employment. <\/p>\n\n\n\n
In the past, Starbucks leadership hasn\u2019t done much to remedy that \u2014 but now, it seems like they\u2019re trying. <\/p>\n\n\n\n
The brand hosted its first leadership development experience<\/a>. ASMs are getting hired nationwide. A virtual assistant<\/a> is being piloted. And salaried employees are getting a 2% raise<\/a>. <\/p>\n\n\n\n
Small changes can lead to big improvements in employee morale, which should always be your priority \u2014 because happy, fulfilled employees mean happy, repeat guests. <\/p>\n\n\n\n
Give managers relief valves<\/h3>\n\n\n\n
One of Starbucks\u2019 employees’ biggest concerns is understaffing.<\/p>\n\n\n\n
And, just a few months ago, Starbucks leadership announced they messed up.<\/p>\n\n\n\n
\u201c[Over] the last couple of years, we’ve [been] removing labor from the stores,\u201d said Niccol in Starbucks\u2019 Q2 earnings call<\/a>. \u201c[And that] wasn’t an accurate assumption with what played out.\u201d<\/p>\n\n\n\n
Now, Starbucks leadership is hiring baristas<\/a> at 3,000 locations nationwide to correct their mistake. <\/p>\n\n\n\n
Remember: being busy is good, but burning out your employees is not a badge of honor. <\/p>\n\n\n\n
Listen and learn<\/h3>\n\n\n\n
It\u2019s no secret that Starbucks leadership has faced its fair share of backlash over the years\u2026 <\/p>\n\n\n\n
But, from what we\u2019ve been hearing lately, they are<\/em> trying to learn from their mistakes and get back on track. <\/p>\n\n\n\n
At LE25, Starbucks leadership announced new, feedback-based changes<\/a>, like testing new drinks before launching them company-wide and getting input from ASMs about hiring needs. <\/p>\n\n\n\n
So, when your employees tell you something\u2019s not working, listen. <\/em><\/p>\n\n\n\n
You know the business, but they know the front lines. <\/p>\n\n\n
- May 2025<\/a>: Starbucks employees strike in protest of leadership\u2019s new dress code policy,<\/a> arguing the policy \u201cdistracts the company from addressing key issues impacting staff.\u201d <\/li>\n<\/ul>\n\n\n\n
- October 2024<\/a>: The National Labor Relations Board filed a complaint against Starbucks leadership for cutting unionized workers\u2019 hours without bargaining. <\/li>\n<\/ul>\n\n\n\n
- November 2023<\/a>: Starbucks employees stage a nationwide \u201cRed Cup Day\u201d walkout, citing a need for higher pay and more staff, especially during the busy holiday season. <\/li>\n<\/ul>\n\n\n\n
- July 2022<\/a>: Starbucks employees across the country strike in response to leadership\u2019s \u201crefusal to bargain in good faith and anti-union tactics like firings and store closings.\u201d<\/li>\n<\/ul>\n\n\n\n