It might surprise you to find out, but apparently, “assistant store manager” is not a position that coffee giant Starbucks (SBUX) embraces. Or, at least, it did not previously. Now, Starbucks is rolling out testing on its assistant store manager program, which is actually part of the “Back to Starbucks” initiative. Investors seemed skeptical, though, as based on the fractional loss in shares in Wednesday afternoon’s trading.
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Starbucks announced the “assistant store manager” concept back in June 2025, and plans to add “at least one” such position to every Starbucks location. Right now, however, the position only exists in a handful of markets, including Inland Empire in California, Rio Grande Valley in Texas and Chicago. So far, Starbucks has 62 assistant store managers to its credit, and most of these were internal promotions. The pilot program is set to run through December.
What the assistant store manager actually does is not quite clear, but Starbucks did point out several key facets about why that position exists. Locations with high barista and shift supervisor engagement were most willing to embrace the assistant store manager concept. Consistent leadership also helped provide opportunities for growth, which also probably reduced churn rates. Churn rates have long been a problem for retail operations of all stripes.
New Drapes, More Kids
Meanwhile, Starbucks is also working to improve its social experience, part of a larger effort to bring back the “third place” concept, a place to go that is not work or home. This includes some physical changes, some of which we have already heard about. Starbucks wants to revitalize its cafes with new rugs and drapes, among other things. New reports suggest Starbucks is also considering adding plants to the roster.
Word from CEO Brian Niccol also suggests that Starbucks wants to get the kids back in and socializing as well. That is not out of line; the coffeehouse concept has long carried with it a vibe of slightly rebellious cool, dating back to some of the earlier coffeehouses of the mid-1990s. While the kids today tend to do their connecting over devices, perhaps Starbucks can recapture some of that mid-90s vibe that it, and places like it, once had.
Is Starbucks Stock a Good Buy?
Turning to Wall Street, analysts have a Moderate Buy consensus rating on SBUX stock based on 13 Buys, six Holds and one Sell assigned in the past three months, as indicated by the graphic below. After a 12.03% loss in its share price over the past year, the average SBUX price target of $99.83 per share implies 16.76% upside potential.
