Starbucks creates 8,000 new assistant manager roles to strengthen store leadership across North America

NORTH AMERICA – Starbucks has announced a major expansion of its assistant manager position, expected to be filled by upwards of 8,000 employees across nearly all U.S. and Canadian locations.

This new role follows a successful 62-store pilot program in Texas, Illinois, and California, designed to provide additional leadership support in stores, Chief Partner Officer Sara Kelly shared on October 21.

The pilot saw 56 assistant managers hired internally, reflecting Starbucks’ commitment to promoting from within. Kelly noted that over the next three years, 90% of the chain’s retail leadership positions will be filled from internal candidates.

Previously, only about 20% of Starbucks’ 11,000 North American stores had assistant managers.

The wider rollout will nearly double leadership presence in stores, allowing store managers more time to focus on recruiting, scheduling, and strategic initiatives.

The assistant manager role aims to improve daily operations, enhance team coaching, and deliver a superior customer experience.

Initial pilot feedback shows strong engagement and success in stores with stable leadership structures.

Starbucks is preparing for a national rollout in 2026, refining training and onboarding to ensure smooth integration.

This initiative aligns with Starbucks’ broader “Back to Starbucks” strategy focused on partner development, operational excellence, and customer satisfaction.

Kelly emphasized, “Expanding these roles supports internal career growth and reinforces our promise that when partners grow, Starbucks grows.”

The ASM position will provide meaningful career advancement for many employees and bolster management at individual stores.

This leadership expansion follows recent operational changes including 400 store closures and workforce realignment aimed at increasing long-term sustainability and profitability in a competitive coffeehouse market.

Starbucks has faced significant challenges in 2025, including declining same-store sales, increased competition, and customer pushback over higher prices.

The company announced plans to close around 400 underperforming locations, representing about 1% of North American stores, and eliminate approximately 900 corporate jobs as part of a US$1 billion restructuring plan.

These measures aim to reduce costs and refocus resources on improving the customer experience and store operations.

The introduction of 8,000 new assistant manager roles across U.S. and Canadian stores will help alleviate store manager workloads, enhance staff coaching, and improve operational efficiency.

This additional leadership presence is expected to stabilize store performance, support employee engagement, and ultimately aid Starbucks’ turnaround efforts amid a competitive coffeehouse market.

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