Starbucks is closing approximately 250 stores across North America as the coffee giant continues working on its turnaround strategy.
The closures represent about 1% of the company’s more than 18,000 North American locations.
Starbucks says it reviewed its stores and identified locations where management does not believe the company can consistently provide the customer and employee experience it wants or achieve acceptable financial performance.
The move is part of CEO Brian Niccol’s ongoing “Back to Starbucks” strategy, which is focused on making stores feel more like traditional neighborhood coffeehouses again.
That means more comfortable seating, warmer décor and spaces where customers might actually want to sit down and stay awhile instead of simply grabbing a drink and leaving.
Starbucks is also working to improve service times and create a more consistent experience across its locations.
The company says more than 1,000 coffeehouses in the U.S. and Canada have already received upgrades, with additional renovations planned.
Starbucks has spent the past two years trying to get back to some of the things that originally made the brand popular, including creating a welcoming “third place” between home and work.
Even with the closures, the company says its North American business has returned to growth.