The Covid pandemic fundamentally altered the way people interact with restaurants and coffee shops, as the focus shifted away from the in-house experience and instead toward getting in and out as quickly as possible. Gone were the days of sitting in Starbucks for hours reading War and Peace from cover to cover. Many seats disappeared altogether, with space reallocated toward mobile orders and delivery pick-ups.
With this, Starbucks suffered. The company's sales fell for the last five straight quarters, according to CNN. In an attempt to win back customers, Starbucks is majorly overhauling all of its stores—and putting an emphasis on comfort.
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Starbucks has ambitious plans to renovate all of its U.S. stores by 2028. In a lot of ways, the redesigns are reversing the decisions of the last few years. “It’s creating comfortable seating where people want to come in," the company's COO, Mike Grams, told CNN. "It’s not just the quick grab and go concept." Photos of a remodeled store in Bridgehampton, N.Y. feature long cozy booths and plenty of cushioned seats. Kiss those uncomfortable wobbly stools goodbye!
The store also heavily features rustic wood-inspired decor, including paneling along the windows, a large bookshelf in one of the walls, and a (presumably) faux fireplace. Photos from another store in East Hampton, N.Y. had similar wood accents and cushioned couches, but with a brighter appearance thanks to its white walls.
While larger locations have room for ample seating, it's unclear how the redesign will take hold in denser urban locales like New York City, where stores are smaller and don't have as much space to work with. One thing is for certain, though: the big purple armchairs Starbucks became famous for will not be returning. The past is in the past. Onwards and upwards!
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