Starbucks to add thousands of ‘coffeehouse coaches’ nationwide
Starbucks Corp. is going all in on a new in-store leadership role following a successful pilot across 62 U.S. locations.
The coffee giant announced the national rollout of its “coffeehouse coach” hiring initiative. More than 300 roles are expected to be filled in the next month, and thousands more by the end of the year. The majority (90%) of the the roles are expected to be filled internally.
Introduced in June 2025, the position was then called “assistant manager.” Starbucks chief people officer Sara Kelly wrote in a recent blog on the company’s website that the new coffeehouse coach name “better reflects what the role is designed to do — be more focused on the people and the coffeehouse experience.”
"Coffeehouse coaches are dedicated, full-time leaders who will work with their coffeehouse leader to keep things running smoothly across all day parts, supporting customers and helping partners grow,” she wrote. “They’re the go-to resource during busy shifts, ready to jump in, answer questions, and provide real-time coaching.”
The role also serves as a clear first step into leadership, with the opportunity for hourly employees to advance into an entry-level leadership role within an average of two to three years, with increased base pay, larger bonuses and a guaranteed full-time schedule, according to Starbucks.
The company plans to expand the role to its Canadian locations in the future.
Pilot Results
In a post on its website, Starbucks said that early results from the coffeehouse coach pilot showed promising results that include improving customer experiences and driving more consistent business performance. It noted that more than 90% of pilot coffeehouse coach roles filled were internal promotions, reinforcing the company’s commitment to internal hiring.
Starbucks said the role made hourly employees feel more supported and prepared, leading to stronger, more consistent customer connection.
