Starbucks is betting that more leadership on the floor can translate into better execution, stronger partner development, and a more consistent customer experience.
The coffee giant announced Tuesday that it has begun nationwide hiring for a new coffeehouse coach role after a pilot across 62 U.S. stores. Starbucks expects to fill more than 300 positions within the next month and thousands more by the end of the year as part of an effort to double coffeehouse leadership in most U.S. stores next year and fill 90 percent of retail leadership roles internally.
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The full-time role supports coffeehouse leaders by providing additional leadership coverage throughout the day, helping develop partners in real time, and creating greater consistency in store operations. Starbucks said the position also serves as an entry point into leadership, giving hourly baristas a pathway to advance into management roles.
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The company first unveiled plans for the role during its Leadership Experience event in Las Vegas last year, where more than 14,000 store leaders gathered. Since then, Starbucks has tested the concept in six markets and reported positive results tied to stronger execution, increased partner support, and improved leadership capacity.
Among those who participated in the pilot was Jazzy, a coffeehouse leader in Chicago. She says the most immediate benefit was having a second leadership presence in the store throughout the week. The additional coverage has helped create more opportunities for coaching and partner support throughout the day, she adds.
“One thing that I can say that wasn’t possible before, I have a higher level of leadership in the building seven days a week,” Jazzy says. “So on the days that I’m off, Michelle (coffeehouse coach) is there. On the days that she’s off, I’m there. We try to stagger our shifts so that we can make sure that we’re supporting our team all dayparts and we don’t miss anybody.”
According to Starbucks, pilot stores showed a positive relationship between expanded leadership coverage and improved store execution. More than 90 percent of coffeehouse coach positions were filled through internal promotions.
The role also helped address one of the biggest challenges facing store leaders: balancing administrative responsibilities with time spent supporting partners on the floor.
“As a leader, we have a lot of responsibilities, a lot of dimensions, a lot of things that we have to make sure get done that is actually considered what we’ll say is non-coverage, not on the floor, not shoulder to shoulder with our partners,” Jazzy says. “So having a coffeehouse coach, not only am I able to complete these tasks, but we’re aligned when it comes to our roles. She knows everything that a coffeehouse leader responsibilities are, and she can execute them when I’m not there.”
Starbucks said leaders participating in the pilot reported having more capacity for planning and partner development and felt more comfortable disconnecting outside of work hours.
The company also believes customers will notice the impact.
“We do have shift supervisors, but it’s different,” Jazzy says. “It’s things that they’re not maybe equipped to handle or make it maybe a little bit uncomfortable, but when we’re there, me and Michelle, we’re always there to support.”
She adds that customers have already begun building relationships with the additional leader in the store.
“I love the fact that I have so many regulars and they say things like, ‘Oh, I told Michelle yesterday, everything worked out for my daughter’s wedding planning. We ended up finding a DJ, and I just wanted to let you know too,’” Jazzy says. “It feels good to know that they’re comfortable with having another person of leadership in the building and they’re building those relationships with them too.”
As Starbucks expands the program nationwide, the company sees the role as both an operational investment and a talent-development tool. For partners interested in moving into leadership, Jazzy says the position offers a more accessible first step.
“If you have the will you can develop the skill,” Jazzy says. “One thing that I look for in any type of leadership is just having the people skills—being able to get out there and talk to people.”
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