“We’re not a company based on technology. That enables us. We’re a company based on people.”
In 2025, this quote almost feels rebellious. But coming from Howard Schultz, the former Starbucks chief who grew the chain into the world’s largest, it feels refreshing. And it’s not just foam. Schultz said this in reference to the Green Apron Model, Starbucks’ bet that hiring more baristas will bring in more customers.
CEO Brian Niccol recently told Reuters that Starbucks will speed up the rollout of its new staffing and service model. The goal is to have it in place at all 11,000 company-owned stores in North America by August. This is a key part of his plan to improve sales and bring back a better in-store experience.
It’s one thing to say people matter. It’s another to invest in them. In a time when many companies are cutting jobs, freezing hiring, and chasing short-term gains, Starbucks’ move looks bold and expensive. Many are following the private equity playbook, reducing staff to protect profits. At the same time, the rush towards generative AI is making people even more worried about being replaced by machines.
Starbucks has a deeper plan though. They want to reclaim their role as a “third space”. That’s a place to relax and meet people beyond home and the office. Our screen time keeps growing. Real gathering spots are getting rare. And more valuable.
From this perspective, the Green Apron Model is a clear bet on people. It is not just about better service. It is about creating places where human connection has space to grow. We are more plugged in than ever, yet somehow more isolated. Because connection without community still leaves people feeling alone.
Niccol and Starbucks are betting they can change that, even with market headwinds.
This approach makes sense for Starbucks and its unique position. It wouldn’t work everywhere, though. Wall Street is still calculating the costs. Moody’s even gave the company’s bonds a “negative outlook”. But investors stayed confident. Stock prices rose over 6 percent after the news.
That confidence might surprise market watchers. They usually link tech strategies with investor approval. It might also surprise executives and board members who see workers mainly as costs to cut. But Starbucks is making a different bet. They think putting people first, not just profits, will pay off. For the company. And for the communities around it.