Starbucks is making a $1 billion bet to get people to stay longer in its stores, something considered almost outdated in an increasingly digital economy. The world's largest coffee chain plans to renovate up to nine thousand units in the United States, transforming some of them into what the company calls community lounges.
The proposal includes leather armchairs, rugs, bookshelves, softer lighting, and more comfortable seating. The goal is to create a more welcoming environment conducive to customers staying longer in the stores.
The strategy goes beyond simply renovating the appearance of the units. Starbucks wants to encourage customers to order a second drink and start seeing the coffee shop again as a place to spend a few hours, not just as a quick stop for a purchase.