Starbucks is set to host its first manager conference since 2019, focusing on in-person connections and training for store leaders.
New CEO Brian Niccol is eager to make his mark and bring back the in-person vibe that Starbucks is known for. The company is inviting thousands of store managers and senior staff to this year’s event, which will focus on training, development, and networking.
In a letter to staff, Starbucks emphasized the importance of in-person connections. They haven’t gathered as a group since 2019, and they’re excited to reunite in 2025 to help everyone get “back to Starbucks.”
While the exact location and dates are still under wraps, some staff on a Subreddit mentioned that it might be in Las Vegas. The last similar event took place in Chicago just before the pandemic began.
Interestingly, Chicago was also where the first Starbucks outside of Seattle opened back in 1987. The 2019 conference featured learning sessions at McCormick Place, with over 10,000 store managers and 2,000 regional leaders attending.
This conference comes as Niccol aims to revitalize the Starbucks experience. He wants stores to be inviting places where people can relax and enjoy their coffee. Recently, he announced that all customers would soon be eligible for free refills, a perk that was previously exclusive to rewards members.
Additionally, Starbucks is changing its open-door policy, which allowed non-paying guests to use store facilities. Niccol’s experience at Chipotle, where he attended a similar conference, seems to be influencing his vision for Starbucks.
