Over 14,000 store managers and leaders gather for Starbucks’ largest leadership experience since 2019
On June 10, 2025, Starbucks launched its most ambitious leadership initiative in years, welcoming more than 14,000 store managers and regional leaders to Las Vegas. The two-day gathering, dubbed the “Leadership Experience 2025,” is part of the company’s broader “Back to Starbucks” campaign, aimed at refreshing its culture, empowering frontline employees, and reigniting its core identity as a community-centered coffeehouse.
The event marks the first major in-person leadership assembly since 2019 and signifies a strategic pivot under the new leadership team helmed by CEO Brian Niccol and Chief Operating Officer Mike Grams. Held at a time of transformation in the retail and hospitality sectors, the event aims to prepare Starbucks leaders to navigate evolving consumer behaviors, technological advancements, and operational challenges.
A Call to Reconnect with the Brand’s Roots
Opening the conference, CEO Brian Niccol emphasized the importance of returning to the fundamental values that made Starbucks a household name.
“We’re getting back to Starbucks,” he said. “We are reintroducing our brand to the world—not just with new tools and systems—but by reigniting our soul and recommitting to what matters most: people, coffee, and connection.”
Niccol’s remarks set the tone for an agenda packed with hands-on workshops, inspirational sessions, and leadership dialogues. With the retail environment rapidly evolving, the company is determined to ensure that store managers—the heart of its operations—are well-equipped to lead teams with resilience, purpose, and adaptability.
Building Skills for Tomorrow’s Retail
Throughout the event, attendees participate in sessions centered on customer experience, data-driven decision-making, and operational excellence. Topics include streamlining in-store processes, managing staff retention, and creating inclusive environments that support diverse partner communities.
One of the most popular workshops focuses on digital integration—teaching managers how to leverage the Starbucks app, AI-driven inventory systems, and real-time customer feedback tools to create seamless and personalized experiences for guests.
Another workshop explores community engagement strategies, encouraging store leaders to build stronger local partnerships, host events, and foster a sense of belonging in each neighborhood café.
“We believe store managers are not just operational leaders,” said COO Mike Grams. “They are cultural ambassadors. They represent our brand values every day and bring Starbucks to life for millions of customers. This event is about giving them the power and platform to do that even better.”
Spotlight on Craft and Talent
Adding to the energy of the event is the inaugural Starbucks Global Barista Championship, taking place concurrently in Las Vegas. The championship brings together 12 finalists from around the world, selected from a pool of more than 84,000 participants. These baristas compete in areas such as storytelling, technical skill, and customer connection.
The contest highlights Starbucks’ deep respect for coffee craftsmanship while reinforcing the importance of recognizing partners at all levels. The winner, to be announced on the final day, will receive company-wide recognition and serve as a global ambassador for coffee education and excellence.
Career Pathways and Partner Investment
As part of its broader workforce development plan, Starbucks reaffirmed its commitment to internal mobility. The company is targeting 90% of retail leadership roles to be filled internally within the next three years, a move that emphasizes long-term career growth and talent development.
Currently, internal promotions account for between 59% and 83% of all leadership appointments, depending on the role. New training modules and performance mentorships were introduced during the event, designed to streamline career progression and reduce turnover across stores.
A Culture of Innovation and Simplification
Leadership Experience 2025 also serves as a launchpad for new operational strategies aimed at improving customer satisfaction and store performance. Starbucks announced updates including simplified menus, expanded mobile ordering capabilities, enhanced employee scheduling tools, and efforts to reduce average wait times to under four minutes.
Additional improvements—such as reintroducing ceramic mugs in-store, restoring condiment bars, and expanding wellness beverage options—are part of a wider campaign to reestablish the cozy, high-quality coffeehouse atmosphere Starbucks was once known for.
Looking Forward
As the event concludes, Starbucks leaders express hope that the momentum generated in Las Vegas will cascade through stores across North America and beyond. With renewed focus and collective energy, the company aims to build on its legacy while adapting to a future where customer expectations, technology, and community values are constantly shifting.
“This is not just a moment—it’s a movement,” said one store manager attending her first national leadership event. “We’re leaving Las Vegas ready to lead with heart, drive change, and brew something better.”
