Man studying in college library

Starbucks Unveils Its Plan for the Future as Unhappy Employees Look To Organize



Improving Worker Conditions

At an investor briefing yesterday, Starbucks (SBUX) laid out plans to overhaul certain aspects of the coffee giant’s strategy. This partially involves the introduction of new technology that aims to prevent individual stores from being overwhelmed during peak business hours.

Known as “load balancing,” the system allows Starbucks to redirect mobile orders to stores that are less busy, rather than piling on an already slammed location. This is especially important as mobile orders become more relevant, and many stores are experiencing clogged drive-thru lanes.

How COVID Changed Starbucks

Starbucks gained market share during the height of the pandemic as digital orders exploded and fueled sales. Online orders now account for nearly 25% of Starbucks total orders. At the same time, that growth has pushed physical stores to their limit — and left many a burned out barista in its wake.

The pandemic also saw customized coffee drinks and cold beverages surge in popularity, which are comparatively harder to make, adding to employee’s stress levels.

Partly in response to these trends, baristas have been organizing and looking to form unions. 236 stores have voted to join a union over the past year, out of Starbucks’ close to 9,000 corporate-owned locations in the US.

The Company’s Gameplan

Starbucks is rolling out a series of initiatives aimed at improving its individual employee’s experience, such as increased training and more sick time. In addition to the “load balancing” technology, customers will soon be able to tip individual baristas directly via credit card.

Other technological improvements are focused on worker’s day-to-day responsibilities, such as a new blender that makes whipping cold foam easier and faster. Starbucks also isn’t shying away from the concept of paying workers more: the company says it will spend $1 billion on additional labor investments this year, including higher wages. That’s especially important given the nation’s ongoing labor shortage, all while staffing is returning to pre-COVID levels at Starbucks’ cafes.

Things are changing daily within the financial world. Sign up for the SoFi Daily Newsletter to get the latest news updates in your inbox every weekday.

Sign up


Please understand that this information provided is general in nature and shouldn’t be construed as a recommendation or solicitation of any products offered by SoFi’s affiliates and subsidiaries. In addition, this information is by no means meant to provide investment or financial advice, nor is it intended to serve as the basis for any investment decision or recommendation to buy or sell any asset. Keep in mind that investing involves risk, and past performance of an asset never guarantees future results or returns. It’s important for investors to consider their specific financial needs, goals, and risk profile before making an investment decision.
The information and analysis provided through hyperlinks to third party websites, while believed to be accurate, cannot be guaranteed by SoFi. These links are provided for informational purposes and should not be viewed as an endorsement. No brands or products mentioned are affiliated with SoFi, nor do they endorse or sponsor this content.
Communication of SoFi Wealth LLC an SEC Registered Investment Adviser
SoFi isn’t recommending and is not affiliated with the brands or companies displayed. Brands displayed neither endorse or sponsor this article. Third party trademarks and service marks referenced are property of their respective owners.
SOSS22091401


All your finances.
All in one app.

SoFi QR code, Download now, scan this with your phone’s camera

All your finances.
All in one app.

App Store rating

SoFi iOS App, Download on the App Store SoFi Android App, Get it on Google Play

James Flippin ABOUT James Flippin James Flippin is the son of a financial advisor who grew up hearing and learning about bond yields, interest rates, the stock market, and the ins and outs of Wall Street. After stints as a licensing and business broker for Marcus and Millichap in New York City, James moved into broadcasting and became a reporter and anchor. He covered crime, politics, finance, and tech at NBC News Radio while working part-time as a producer for SiriusXM. James graduated from the University of Delaware with a bachelor’s degree in political science and economics. He's also an accomplished podcaster with over 10-years of experience.


TLS 1.2 Encrypted
Equal Housing Lender