Starbucks is investing more than $1 billion to renovate thousands of company-operated cafes across North America. This strategy aims to revive the brand's third place concept as a comfortable environment between home and work. The company expects the upgrades to increase customer dwell time and spending.
The renovation program, dubbed uplifts, costs approximately $150,000 per location. Crews will complete the work overnight to prevent store closures. Upgrades include adding lounge chairs, settees, rugs, bookshelves, plants, and artwork.
Starbucks plans to renovate between 8,000 and 9,000 total cafes. The company expects to complete 1,500 locations by September 2026.