Regarding the news that Starbucks will cut 1,100 corporate positions globally, it was learned on February 25 that this lay - off does not involve Starbucks partners in China.
It is reported that this is Starbucks' first lay - off since 2018, accounting for about 7% of Starbucks' total non - store employees globally. The aim is to improve efficiency, implement changes rapidly, and revitalize the company. Notably, the lay - off only targets corporate employees, and in - store baristas and other staff are not affected by this round of lay - offs. Public information shows that Starbucks currently has 16,000 corporate employees globally, with 10,000 in the United States and the remaining 6,000 in various countries around the world.
Brian Niccol, the CEO of Starbucks, took office in September last year. To rescue Starbucks' under - pressure performance, Brian Niccol launched the "Return to Starbucks" plan, attempting to attract consumers back to Starbucks by promoting a series of reforms and experience upgrades in U.S. stores.
In addition, in the face of the fierce market competition in the Chinese market, Starbucks has increased promotional efforts, expanded its store network, and produced customized short dramas to further penetrate the sinking market. Public information shows that as of the end of the first quarter of this year, the total number of Starbucks stores in China reached 7,685, covering more than 1,000 county - level markets. According to the financial report, in the first quarter of fiscal year 2025, Starbucks' operating income in China reached $743.6 million, achieving year - on - year growth. Meanwhile, Starbucks announced that after 12 years of in - depth development, it has increased the pass rate of Yunnan coffee from 20% in 2012 to 80% today, ultimately achieving the goal that "every cup of Starbucks classic espresso in China contains Yunnan coffee beans".