Introduction:Starbucks China announced that starting January 2025, it will roll out a "multi-store community" operational model, where certain stores will be managed by a single store manager overseeing two locations simultaneously. A new position, "SM-2 Senior Store Manager," will also be introduced to support this change. This strategy aims to optimize the operational efficiency of its extensive store network, but has also sparked public discussion regarding service consistency. This article takes an in-depth look at the implementation details of the new model, applicable conditions, as well as the potential impacts and challenges it may bring.
Starbucks China plans to launch a brand-new operational model in January 2025, shifting the management approach for some stores from the traditional "single-store independent" model to a "multi-store collaborative" one. The most notable change is the first implementation of the "multi-store community" model, where a single store manager will be responsible for two stores. This move is intended to more effectively manage its continuously expanding store network and respond to fierce market competition.
According to Starbucks' internal planning, this model will target specific regions, business districts, and customer demographics,selecting suitable stores for pairing and grouping—a common scenario being a "1+1" combination of two stores. Insiders noted that if the peak hours of the two stores differ significantly, having one manager oversee both allows for more flexible staff scheduling and improved overall operational efficiency.
This "multi-store community" management approach will not be implemented across the board, but rather selected based on evaluations of local conditions. For example, stores located close to each other but with staggered peak business hours can integrate management resources to better respond to fluctuations in customer traffic, thereby enhancing customer service experience and operational effectiveness.
In addition to adjusting the operational model, Starbucks has also introduced a new title — "SM-2 Senior Store Manager." This position sits between the single-store manager and the regional manager, primarily responsible for managing multi-store communities or more complex franchise stores. This not only shortens the promotion path from single-store manager to regional manager but also reflects the higher demands placed on store managers’ responsibilities and capabilities in managing multiple locations.
In terms of compensation, senior store managers will receive more generous benefits than single-store managers. Starbucks will also provide dedicated training programs to help employees quickly adapt to their new roles. In addition, the company plans to increase the staffing of shift supervisors, comprehensively upgrade the existing training system, and continue empowering employees through digital tools to further improve overall service quality and operational efficiency.
This new measure has sparked widespread discussion in the market. Observers have pointed out that the "shared store manager" model has long been in place in the fast-food industry, such as at McDonald's and KFC, with cases even showing a single manager overseeing three stores. However, some Starbucks employees revealed that prior to the official announcement, some Beijing stores had already piloted this model.
Industry analysts believe that the multi-store community model may help Starbucks reduce labor costs and improve management efficiency, but it has also raised concerns among some consumers about whether it might affect the consistency of service and customer experience at physical stores. How to strike a balance between expansion and quality will be an important challenge for Starbucks in the future.
The above content is compiled by CoffeeHunters, a coffee news website.
