Starbucks Unveils 'Back to Starbucks' Plan, Rewards Revamp, and FY2028 Margin Targets

Company outlines strategy to re-center on coffee, service, and the 'Third Place' coffeehouse experience

Jan. 30, 2026 at 8:39am

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Starbucks used its 'Starbucks 2024' event to outline a 'Back to Starbucks' turnaround plan, highlight new product and technology initiatives, and provide a financial framework through fiscal 2028. The plan emphasizes returning to Starbucks' core differentiators: coffee craft, partner-led service, and a welcoming 'Third Place' coffeehouse experience. Key elements include a new dark roast blend, fresh-brewed Clover Coffee, a revamped Starbucks Rewards program, and operational changes to improve throughput and reduce friction.

Why it matters

Starbucks is seeking to recapture its core identity and customer experience after a period of operational complexity and shifting consumer preferences. The 'Back to Starbucks' strategy aims to reinvigorate the brand, drive customer loyalty, and position the company for long-term growth amid a competitive specialty coffee landscape.

The details

Starbucks' 'Back to Starbucks' plan includes a focus on coffee craft, with the introduction of a new dark roast blend and fresh-brewed Clover Coffee. The company also outlined efforts to improve service and the in-store experience, such as the rollout of Green Apron Service, returning condiment bars, and a new code of conduct. On the product side, Starbucks highlighted plans for new beverage innovations, a revamped Starbucks Rewards program, and expanded food offerings. Operationally, the company is investing in technologies and equipment to boost throughput and reduce friction, including a new proprietary point-of-sale system.

  • Starbucks plans to begin rolling out its new Mastrena III espresso machines in 2027.
  • The company's revamped Starbucks Rewards program, called 'Reimagine,' is set to launch on March 10, 2026.

The players

Brian Niccol

Starbucks Chairman and CEO, who led the 'Starbucks 2024' event and outlined the 'Back to Starbucks' turnaround plan.

Tressie Lieberman

Starbucks Global Chief Brand Officer, who presented the company's plans for menu innovation and the Starbucks Rewards program revamp.

Mike Grams

Starbucks Chief Operating Officer, who discussed operational changes to improve throughput and reduce friction.

Brady Brewer

Starbucks International CEO, who outlined the company's international strategy and shift to an asset-light model in China.

Cathy Smith

Starbucks Chief Financial Officer, who provided the company's fiscal 2026 guidance and fiscal 2028 financial targets.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident (San Francisco Chronicle)

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, grocery employee (Instagram)

What’s next

The judge in the case will decide on Tuesday whether or not to allow Walker Reed Quinn out on bail.

The takeaway

This case highlights growing concerns in the community about repeat offenders released on bail, raising questions about bail reform, public safety on SF streets, and if any special laws to govern autonomous vehicles in residential and commercial areas.