Starbucks Investor Day - Brian Niccol shares growth plans

“We have a plan, we have been working the plan, and the plan is working,” said Brian Niccol, chairman and chief executive officer of Starbucks.  

Niccol, who took over at the end of 2024 has claimed that 'Starbucks is back' after their most recent earnings report.

At the end of September 2025, Starbucks closed 400 stores. Now the chain plans to open 400 net new units in North America by the end of fiscal 2028.

Chief Operating Officer Mike Grams said that after those openings, the chain sees the potential for about 5,000 new coffeehouses in the U.S. in the long-term, “which will ensure we maintain and grow our market share, particularly in the Central U.S., the South and parts of the Northeast.” 

The chain currently has about 41,000 stores worldwide (damn)

New food, new drinks

To capitalize on sales growth and the traffic momentum accompanying it, Starbucks is looking to expand its menu.

Tressie Lieberman (Chief Brand Officer) said the chain is launching new customizable Chai drinks, and new espresso and matcha beverages this year, with special ube and coconut flavors coming in the spring. 

Food, which is approaching 30% of the chain’s sales in the morning daypart, is increasingly critical, Lieberman said. 

“This February, we’re expanding our bakery case with a curated lineup of globally inspired flavors designed to elevate the customer experience,” Lieberman told investors. That lineup includes a strawberry matcha loaf.

Starbucks is also making a play to expand its relevance in the afternoon daypart, by reworking its Refreshers, which is currently a $2 billion platform and its fastest growing drink lineup. Soon, consumers will be able to choose decaf options or add an extra pump of the company’s energy blend, which includes caffeine and B vitamins, Lieberman said. 

Tech changes

Starbucks is eyeing out an AI chatbot for the ordering process (oh no).

“Say you’re in the mood for a banana bread latte, we’ll provide you with a customized beverage recipe from Starbucks, but the value proposition goes deeper than just that drink ideation. We’ll also help you find a coffee house and complete your order, making the whole process seamless,” Lieberman said. 

Starbucks wants the technology to enable consumers to “order a beverage, not by scrolling a menu, but by describing their mood and goals for the day,” Lieberman said. 

I'm not super excited about that. In the US, Taco Bell has an AI chatbot at the drive-thru (don't ask me how I know)... it's horrible + I feel silly using it.

Sentiment: Neutral