starbucks delivers a major letdown in the U.S. and dunkin' donuts celebrates it

Regular Starbucks customers, the popular American coffee shop, are about to notice significant changes. In an attempt to recover a more authentic experience, the brand has decided to shift its strategy. Although the news may worry some, it doesn't involve a total closure of its locations.

Through a recent announcement, Starbucks has stated that they will close dozens of locations in the United States. Specifically, these are their "Pick Up" stores, designed solely for picking up orders placed by mobile phone. This measure is part of the "Back to Starbucks" plan to recover its roots as a place for gathering and enjoyment.

Starbucks launches a strategic shift

The main goal of this strategy is to recover the traditional coffee shop atmosphere that has always characterized Starbucks. The plan includes the return of the classic condiment bar, writing customers' names on cups, and the use of ceramic mugs instead of disposable ones. A new code of conduct will also be introduced to improve the experience for both employees and customers.

CEO Brian Niccol himself explained that Pick Up locations are perceived as too impersonal. These stores, which emerged in 2019, were designed for speed and efficiency, without seating or areas for socializing. Some even operated as simple exterior windows for picking up orders, with no indoor space.

Currently, there are 96 Pick Up locations across the country, and all will cease operations for tax purposes during 2026 (2026), according to The Street. The idea is not to abandon these spaces completely, but to transform them into traditional coffee shops. Some could reopen with a new design, as part of a broader renovation program that has already begun in New York and California.

More comfort and new offerings

The "Coffeehouse Uplift Program" project aims to improve the customer experience in every way. Starbucks will allocate about $150,000 per location to renovate furniture, increase the number of seats, and create a warmer, more welcoming atmosphere. It is expected that more than 1,000 locations will be renovated before the end of the year.

In addition, there will be new menu items to attract new types of consumers. In the coming months, "Protein Cold Foam" will arrive, a cold foam with 15 grams of protein and no added sugar. It can also be customized with different flavors, adapting to individual tastes.

At the beginning of 2026 (2026), the chain will launch a new assortment of craft-made pastries and a renewed version of its 1971 dark coffee in the United States. They will also test drinks made with coconut water and options that are gluten-free or high in protein. All these initiatives aim to modernize the offerings without losing the brand's original essence.