Seattle – Qahwa World
Starbucks has unveiled a large-scale hiring initiative to appoint full-time Assistant Store Managers (ASMs) in all of its company-operated stores across the United States and Canada by the end of 2026. The plan represents one of the most significant structural workforce expansions in the company’s recent history.
At present, only about 20 % of the 11,400 company-owned Starbucks outlets in North America have an ASM. Most of these roles have been part-time and experience relatively high turnover. Moving forward, Starbucks intends to assign a full-time ASM to every location, creating roughly 9,000 new positions across its network.
The company began piloting the full-time version of this role in mid-2025 at select stores in California, Illinois, and Texas. During that trial, 62 full-time ASMs were appointed — 90 % of them promoted from within. Starbucks now plans to maintain that internal-promotion rate as it scales up the initiative, aiming for 90 % of all retail leadership roles to be filled by existing employees by 2028.
According to Sara Kelly, Starbucks’ Chief Partner Officer, the ASM position will help store managers devote more time to coaching teams and elevating the customer experience — a key objective of the company’s “Back to Starbucks” plan.
“When we have strong, stable leaders throughout every shift, everything improves — from partner satisfaction to customer connection and overall store performance,” Kelly said in the company’s statement.
The new full-time ASMs will assist store managers with day-to-day operations such as staff scheduling, inventory control, and store coordination. Starbucks expects the added managerial stability to enhance workflow efficiency and strengthen in-store culture.
This hiring campaign coincides with CEO Brian Niccol’s broader effort to revitalize Starbucks’ brand identity and restore the “coffeehouse atmosphere” that helped make the company famous. Under his leadership, the chain has been phasing out stores focused purely on mobile orders and pickup, which Niccol described as “overly transactional.”
In July 2025, Starbucks announced plans to shut down all pickup-only locations in the U.S. by year-end. Then, in September, Niccol revealed that hundreds of underperforming stores across North America would close because they were not suitable for remodeling within the “Back to Starbucks” framework.
Introduced in October 2024, the strategy focuses on bringing warmth and comfort back to the brand’s physical spaces. Newly redesigned stores in New York and Southern California — featuring softer lighting, cozy seating, vibrant artwork, and ceramic serveware — have shown early signs of higher customer traffic and longer visits. Encouraged by those results, Starbucks plans to refurbish around 1,000 U.S. outlets, about 10 % of its company-owned stores, by July 2026.
The announcement also follows Starbucks’ recent financial update. For the third quarter ending 29 June 2025, the company reported U.S. revenue of $6.45 billion — up 1 % year-over-year — despite a 2 % decline in comparable-store sales. The coffee chain is scheduled to release its fourth-quarter and full-year earnings on 29 October 2025.
The hiring surge marks a notable contrast to the store closures outlined earlier in the year. While trimming less viable locations, Starbucks is simultaneously investing in people and training to reinforce its long-term operational foundation. Executives say the move reflects confidence in the brand’s future and a belief that improving leadership at every level will ultimately drive better results for both employees and customers.
