Starbucks has announced a plan that will see the chain add 17,000 new locations to its global network by the end of 2030. This includes 12,000 in the U.S., 3,000 in China, and 2,000 in the rest of the world.
The plan calls for the company to reposition itself “as a retail partner of choice, for both its customers and partners” as it accelerates efforts to expand its franchisee model.
The chain also wants to increase its “third place” reputation in communities where it operates by deepening relationships with customers. It plans to do this by introducing a new digital experience, using AI and machine learning to enhance its mobile app.
In addition, Starbucks will roll out a “Path to Success” program, offering potential franchisees the support and resources needed to open new stores. The chain is also developing an AI-powered personalization platform that willin the café and for pre-order catering.
The company also announced a new sustainability and responsibility plan, which includes initiatives to reduce its carbon footprint. Starbucks has also committed to reaching carbon neutrality in the U.S. and Canada by 2025.
The new location expansion plan follows Starbucks’ announcement in October 2020 that it would be closing 400 stores in the U.S. and Canada due to the impact of the COVID-19 pandemic. It is unclear how the two plans will interact.