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(Hamptons, NY) – Starbucks CEO Brain Niccol is revamping the coffee giant’s stores in a bid to boost sales. The company describes it as an attempt to create a community-focused environment.
The first “Back to Starbucks” redesign has been unveiled in Bridgehampton. It has a lounge-like vibe with brand new lighting, seating, and acoustics. The aim is to invite customers to stay in the store for longer — to socialize, work, or relax, rather than a grab-and-go concept.
Over the next year close to 1,000 US locations will undergo similar changes. It comes as Starbucks faces increasing competition from other coffee brands — and ongoing cost-related challenges — such as a unionization push from employees.
