--- title: "星巴克 CEO 宣佈裁員 900 人並關閉門店，以推動業務轉型並贏回顧客" description: "星巴克首席執行官布萊恩·尼科爾（Brian Niccol）宣佈了一項重組計劃，旨在振興品牌，該計劃包括裁減 900 個非零售職位和關閉表現不佳的門店。“迴歸星巴克” 戰略將產生 10 億美元的成本，主要集中在北美，預計在 2025 財年公司運營的門店將減少 1%。該計劃專注於提升客户體驗和運營效率，並預計在 2026 財年實現增長。星巴克已連續六個季度銷售下滑，股價年初至今下跌近 8%" type: "news" locale: "zh-HK" url: "https://longbridge.com/zh-HK/news/258922048.md" published_at: "2025-09-25T15:46:01.000Z" --- # 星巴克 CEO 宣佈裁員 900 人並關閉門店，以推動業務轉型並贏回顧客 > 星巴克首席執行官布萊恩·尼科爾（Brian Niccol）宣佈了一項重組計劃，旨在振興品牌，該計劃包括裁減 900 個非零售職位和關閉表現不佳的門店。“迴歸星巴克” 戰略將產生 10 億美元的成本，主要集中在北美，預計在 2025 財年公司運營的門店將減少 1%。該計劃專注於提升客户體驗和運營效率，並預計在 2026 財年實現增長。星巴克已連續六個季度銷售下滑，股價年初至今下跌近 8% A little more than one year ago, Brian Niccol waslured to Starbucks from Chipotle Mexican Grill with a $100 million pay package. Niccol took over as CEO and has beenimplementing a turnaround plan aimed at restoring Starbucks's mojo and convincing the public that $6 for a Grande Caffè Latte is a good deal. On Thursday morning, the next chapter of that turnaround was revealed: **a restructuring plan that includes cutting 900 employees and closing certain stores as part of the company's "Back to Starbucks" strategy.** In an 8-K filing, Starbucks revealed that its Boardhas approved a restructuring plan under its*"Back to Starbucks"* strategy, which includes the closure of some coffeehouses that lack a clear path to meeting brand standards or achievingfinancial performance. Most of these closures are expected to be completed by the end of the year. Starbucks is also restructuring its corporate structure to focus more directly on coffeehouses and customers. These total restructuring costs will amount to $1 billion, with90% of the costs tied to North American operations. Niccol provided additional details on the restructuring in his letter to shareholders. Here's a breakdown of that: > **Coffeehouse Portfolio Review:** > > - Locations unable to meet brand standards or financial goals will be closed. > - Net effect: ~1% decline in company-operated stores in North America in FY2025, leaving ~18,300 U.S. and Canadian locations (operated + licensed). > - FY2026: growth expected as new stores open. Over the next 12 months, 1,000+ stores will be "uplifted" with upgraded designs. > - Impacted employees will be offered transfers where possible; severance will be provided otherwise. > > **Non-Retail Role Reductions:** > > - Starbucks will cut ~900 non-retail jobs and close many open positions. > - Affected staff will receive severance and benefit extensions. > - Non-essential office staff are instructed to work from home during the transition. > > **Investment Priorities:** > > - More barista hours and staffing in stores. > - Elevated coffeehouse designs. > - Ongoing innovation and customer service enhancements. > > **Outlook:** > > - Early results from "uplifted" stores show higher traffic, longer visits, and improved partner engagement. > - Leadership stressed the difficulty of these decisions but framed them as necessary for long-term growth and resilience. "While we're making good progress, there is much more to do to build a better, stronger and more resilient Starbucks. As we approach the beginning of our new fiscal year, I'm sharing two decisions we've made in support of our Back to Starbucks plan. Both are grounded in putting our resources closest to the customer so we can create great coffeehouses, offer world-class customer service and grow the business,"Niccol wrote in the letter. **Full Letter:** Later this week, Starbucks is expected to report its 4Q25 earnings. In July, the company posted its sixth consecutive quarterly sales decline at stores open for at least a year. Total quarterly revenues have stalled over the last two years. Shares are down nearly 8% year-to-date and have been trading sideways for the past five years. Hmmm Starbucks... > UK Starbucks Employee screams at woman for misgendering him, then proceeds to violently assault a man filming the altercation. pic.twitter.com/6ahMsto49T > > — Antifa Public Watch official (@UnmaskedAntifa) May 8, 2023 > I’m convinced Starbucks recruits their employees from Antifa riots. > > Starbucks inside Kroger > 3420 Towne Road > Middletown, OH pic.twitter.com/kDeSAVqNSE > > — ♥️🇺🇸 𝓒𝓪𝓽𝓲𝓪 🇮🇹♥️ (@CB618444) September 23, 2025 Niccol, it's time to unleash automation. 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