Starbucks China will introduce a purchase-required seating policy nationwide from Oct 22 while investing more than 300 million yuan ($44.9 million) in fiscal year 2027 to upgrade its in-store experience.
星巴克中国将于 10 月 22 日起在全国推行消费入座政策，并计划在 2027 财年投入超 3 亿元人民币（约合 4490 万美元）升级门店体验。
The new policy, which requires customers to make a purchase before using store seating, has attracted widespread public attention. Starbucks said the implementation will be guided by clear service standards while maintaining flexibility in daily operations.
这项要求顾客先消费方可使用店内座位的新规引发广泛社会关注。星巴克表示，执行将遵循清晰的服务标准，同时在日常运营中保持弹性。
Store employees will receive training on communicating with customers in a friendly manner and accommodating reasonable special circumstances, the company said. Customers requiring assistance, including pregnant women and people with mobility issues, will continue to receive priority support.
该公司称，门店员工将接受培训，学习友好地与顾客沟通，并酌情处理合理的特殊情况；孕妇、行动不便人士等需要帮助的顾客，仍可获得优先关照。
The move is part of Starbucks China's new initiative to redefine how customers use and experience its cafes.
这一举措是星巴克中国一项新计划的组成部分，旨在重新定义顾客使用、体验门店空间的方式。
"While non-paying visitors may increase foot traffic, they could also weaken paying customers' sense of ownership and comfort in the space," said Jason Yu, general manager at CTR Market Research. "In the long term, Starbucks needs to ensure that its stores continue delivering the experience that customers expect from the brand."
央视市场研究（CTR）总经理虞坚表示：“不消费的访客虽然可以提升人流量，但也可能削弱付费顾客对空间的专属感与舒适感。长期来看，星巴克需要保证门店持续提供符合品牌预期的体验。”
The coffee market in China has undergone significant changes in recent years, with domestic players such as Luckin Coffee and Cotti Coffee expanding rapidly through lower prices, mobile ordering and convenient pickup models.
近年中国咖啡市场发生显著变化，瑞幸咖啡、库迪咖啡等本土品牌依靠低价、线上点单、便捷自提模式快速扩张。
These changes have reduced consumers' dependence on cafes as physical destinations, creating pressure for Starbucks to make its store experience a stronger reason for customers to visit.
这些变化降低了消费者将咖啡馆作为线下目的地的依赖度，倒逼星巴克把门店体验打造为吸引顾客到店的核心理由。
Against this backdrop, Starbucks is increasing investment in its physical stores, service capabilities and digital infrastructure.
在此背景下，星巴克正在加大对实体门店、服务能力与数字化基础设施的投入。
Molly Liu, chief executive officer of Starbucks China, said the company's "thousand stores, thousand looks" strategy is reflected not only in different store formats and product offerings, but also in everyday customer interactions.
星巴克中国首席执行官刘文娟表示，公司 “千店千面” 的策略，不仅体现在多样门店形态与产品供给上，也落实在每一次日常的顾客沟通当中。
"In the new fiscal year, we will continue directing resources to the front lines of our stores, supporting partners to focus on crafting every cup of coffee and serving every customer well," Liu said.
刘文娟说：“新财年，我们会持续把资源投向门店一线，支持伙伴专心做好每一杯咖啡、服务好每一位顾客。”
As part of the investment plan, nearly half of Starbucks' stores nationwide will receive additional staffing during peak hours, with priority given to high-traffic locations such as transportation hubs, business districts and tourist destinations. The move will add more than 200,000 hours of frontline service time each month. Starbucks Reserve stores will receive an additional 70,000 hours of monthly staffing.
作为投资方案的一环，全国近半数星巴克门店将在高峰时段增配人手，优先覆盖交通枢纽、商圈、旅游景点等高客流点位。该举措每月可新增超 20 万小时一线服务工时，星巴克臻选门店每月额外增加 7 万小时人力投入。
The company will also begin rolling out a new generation of intelligent mobile point-of-sale systems from January, with more than 70 new functions designed to help employees better understand customer preferences and provide more personalized service.
公司还将从明年 1 月起逐步上线新一代智能移动收银系统，搭载 70 余项新功能，帮助店员更好掌握顾客偏好，提供更具个性化的服务。
Around 1,000 stores across China will undergo renovations and equipment upgrades during fiscal year 2027.
2027 财年，国内约 1000 家门店将完成翻新与设备升级。
The latest measures come after Starbucks completed its China joint venture transaction with Boyu Capital in April. Under the deal, Boyu holds a 60 percent stake in the joint venture, while Starbucks retains 40 percent and continues to license the brand.
上述一系列新举措，是星巴克在今年 4 月与博裕资本完成中国合资主体交易之后推出的。根据协议，博裕资本持有合资公司 60% 股份，星巴克保留 40% 股份并持续输出品牌授权。
Nearly 8,000 previously company-operated stores across the Chinese mainland have been converted to a franchise model. The two sides aim to expand their network in the country to 20,000 locations over the long term.
中国大陆近 8000 家原直营门店已转为特许经营模式。双方的长期目标是将国内门店规模拓展至 2 万家。
fiscal /ˈfɪskl/adj. 财政的
initiative /ɪˈnɪʃətɪv/n. 举措，计划
franchise /ˈfræntʃaɪz/n. 特许经营
renovation /ˌrenəˈveɪʃn/n. 翻新，整修
