Starbucks Bets on Comfy Chairs and New Mugs to Keep Customers Longer

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Starbucks is rolling out two new features at select locations - an oversized, comfortable chair and a wider ceramic coffee mug - in hopes of getting customers to linger longer and purchase more drinks. The chain is targeting nearly 1,000 locations for these "uplift" changes, just months after announcing hundreds of store closures.

Why it matters

Starbucks is trying to adapt its in-store experience as it faces challenges, including the need to drive more customer traffic and sales at a time when it has announced hundreds of store closures. The new chair and mug designs aim to create a more inviting and comfortable atmosphere to encourage customers to slow down and stay longer, potentially leading to increased coffee purchases.

The details

The new oversized chair features a wide, open design with generous proportions to support various seating positions. It has a performance velvet upholstery in a deep Starbucks green color and rounded arms with walnut legs. Starbucks is also testing a new ceramic coffee mug with a wider mouth, which the company claims enhances the foam and aroma of the beverages.

• Starbucks recently informed investors that it has targeted nearly 1,000 locations to "uplift" and add new features.
• The new ceramic coffee mugs are being tested at locations in Los Angeles and New York City, and if the test run is successful, the mugs will arrive at stores around North America in late 2026.

What’s next

If the test of the new chair and mug designs is successful, Starbucks plans to roll out the updated in-store features to hundreds of locations across North America.