Starbucks aims to grow its internal talent pool by expanding an existing role across the US. As part of its “Back to Starbucks” strategy, the company will add at least one dedicated full-time Assistant Store Manager (ASM) in most company-operated stores starting this fall.
The new role will support coffeehouse leaders, providing consistent leadership presence during operating hours and helping run the business, guide teams, and serve customers. This change is intended to evolve how Starbucks supports its customers and partners, allowing coffeehouse leaders to focus more on developing talent, creating the customer experience, and building community.
Currently, only about 20% of stores have an ASM, which tends to be short-term and location-specific. The new full-time role will help drive business growth alongside the leader, providing consistent support throughout more operating hours. This change aligns with Starbucks’ goal to develop talent from within and hire 90% of retail leadership roles internally.
The pilot phase will begin in September 2025 in six US company-operated districts, with scaling to the majority of stores in 2026. In Canada, the rollout will occur in the summer of 2026, following similar learning phases. By investing in its partners and providing comprehensive benefits, Starbucks aims to create a great work environment and exceed customer expectations.
Source: https://about.starbucks.com/press/2025/empowering-coffeehouse-leaders-starbucks-expands-assistant-manager-role-across-the-u-s