Starbucks CEO Focuses on More Baristas, Scales Back Tech

Starbucks is taking a human-first approach by planning to hire more baristas and reduce its dependence on technology. The move comes as the company shifts focus back to personalised service, aiming to improve customer satisfaction and store efficiency.

In a recent interview, the Starbucks CEO highlighted that customers value warm, genuine interactions with baristas more than digital ordering screens or AI-driven automation. While technology has played a key role in Starbucks’ growth—such as app ordering and automated espresso machines—the company believes now is the time to rebalance.

By hiring more baristas, Starbucks aims to cut down long wait times and boost the quality of service. The company has received feedback from both customers and employees that tech-driven efficiency often overlooks the core Starbucks experience: connection and community. The CEO noted that some customers have felt that their visits have become too transactional, with less personal engagement.

Reducing the tech overload doesn’t mean Starbucks will go backward. Instead, it will invest in supporting technologies behind the scenes—like smarter scheduling software and improved supply chain systems—while returning the in-store focus to people. The goal is to make the stores more welcoming and the barista role more fulfilling.

The shift comes at a time when many retailers are leaning heavily into tech solutions. Starbucks is taking a bold step by going in the opposite direction, betting that its customer loyalty is rooted in real, human connection.

As this strategy unfolds, all eyes will be on whether more smiling baristas and fewer gadgets will help Starbucks brew stronger relationships—and stronger sales.