(NewsNation) — Starbucks is reversing course and making 1,000 of its stores more welcoming for customers who want to hunker down and stay awhile.
The Seattle-based corporation had been criticized for removing seating and blocking electrical outlets at many locations, in effect discouraging people who’d rather soak up a more bohemian atmosphere.
Now, amid various market challenges, Starbucks is leaning into the concept that it’s the “third place” for people, after home and work, where they can spend some leisure time.
Have a look at Starbucks’ first 3D-printed store in the US
“It’s creating comfortable seating where people want to come in,” Mike Grams, Starbucks’ chief operating officer, told CNN recently. “Maybe over past years, we lost our way a little bit on that.”
Starbucks’ turnaround CEO, Brian Niccol, told investors earlier this year about the company’s intent to go back to its coffeehouse roots while still catering to busy consumers who are happy to zip in and out.
“We want to be the solution for when people want to connect, and we also want to be the solution for people when they need to do something quick and convenient,” Niccol said.
At the time, Starbucks unveiled concept art of cafés that included booths, couches and warm wooden accents, as well as outdoor seating.
The company also hoped to revive the handwritten notes and names on cups that gave stores a homier feel.
