Starbucks Tests Assistant Store Manager Program Amid Investor Skepticism
Starbucks (NASDAQ:SBUX) shares dipped slightly in Wednesday afternoon trading as the coffee chain unveiled an unexpected new role—assistant store manager. The position, part of the 'Back to Starbucks' initiative, marks a departure from the company's traditional structure. Currently piloted in select markets like California's Inland Empire and Texas' Rio Grande Valley, the program has promoted 62 internal employees to the role since its June 2025 announcement.
Investors reacted cautiously to the operational shift, though Starbucks emphasized the role's alignment with locations demonstrating high employee engagement. The pilot will continue through December, with plans to expand the position to all stores eventually. Market observers note the MOVE comes as retail chains increasingly experiment with hybrid leadership models to address post-pandemic labor challenges.
