Starbucks Mexico Shifts Growth Strategy Beyond Store Expansion

Starbucks Mexico, operated by Alsea, is shifting its growth strategy from expanding its store network to enhancing the in-store customer experience, as the companies begin a new phase of their partnership following the renewal of their licensing agreement through 2046. While Starbucks plans to open more than 60 new stores and renovate more than 80 locations in Mexico this year, the company said future growth will be driven by customer experience, loyalty and community engagement rather than store count alone.

Mexico, where Starbucks operates more than 950 coffeehouses and employs over 13,000 people, has been selected as the pilot market for Latin America and the Caribbean for Starbucks' global Coffeehouse Uplift initiative. The concept is part of the company's global "Back to Starbucks" strategy, which has already been implemented in hundreds of stores across New York, Chicago and Southern California. Starbucks plans to upgrade more than 1,000 coffeehouses across the US and Canada by the end of 2026.

The Coffeehouse Uplift program aims to transform stores into spaces where customers spend more time working, meeting or relaxing, rather than simply purchasing beverages. Renovated stores feature warmer lighting, natural plants, improved acoustics, lounge seating, community tables, redesigned espresso bars that highlight beverage preparation, neighborhood-inspired artwork and dedicated pickup areas for mobile orders through the Starbucks Mexico app.

"Our coffeehouse uplift designs for Mexico bring together comfort, warmth, and a strong sense of place. From inviting seating and layered materials to locally inspired artwork, every element is designed to create a welcoming space to gather. The redesigned espresso bar also offers a closer view of the craftsmanship behind every drink," said Jose Pozo, Director of Coffeehouse Development & Design, Latin America and the Caribbean.

Pozo said the company will tailor store designs to local customer needs rather than applying a standardized format nationwide. "A store near a university will have community tables, while one located next to a hospital will offer a different experience. Everything responds to understanding what customers need in each location," he said.

Diego Recalde, CMO, Starbucks, said the renewed partnership with Alsea does not represent a change in direction but reinforces the companies' long-term strategy. "There is no change at the helm. There is consistency in the strategy. The number one focus is ensuring the customer experience is extraordinary. From there come remodels, new openings, product innovation, communication innovation and every other initiative we undertake," he noted.

The renewed agreement follows nearly 25 years of collaboration between Starbucks and Alsea, which now operates more than 1,950 Starbucks coffeehouses across 12 markets. Recalde added that close operational collaboration between the two companies has been a key factor behind Starbucks' performance in Mexico.

"We do not see a division. We truly see a partnership. The teams work hand in hand, with ideas coming from both sides. Part of our success comes precisely from this collaboration that removes the boundaries between one team and another," he stated.

Complementing the physical redesigns, Starbucks is rolling out its Green Apron Service program across Mexico. The initiative provides employees with additional training and operational support to strengthen customer interactions across in-store, drive-thru and digital channels. According to the company, markets where the program has been implemented have reported improvements in customer satisfaction, employee experience and operational performance.

Starbucks said customer engagement is becoming an increasingly important performance indicator. The company now measures progress through metrics including store traffic, average ticket size, brand health and customer satisfaction. Starbucks Rewards also accounts for nearly 40% of sales in Mexico, underscoring the growing role of loyalty in the company's business strategy.

"Mexico has been central to Starbucks growth for more than two decades, and these uplifts reflect our continued investment in the partners, customers and communities that make our coffeehouses neighborhood gathering places. Together with Green Apron Service, we are empowering our partners to create more meaningful customer connections, resulting in enhanced customer experience," said Raul Sierra, Operations Director, Starbucks Mexico.