A Wren Says

The algorithm feeds me every possible Starbucks story that it can. This time? Starbucks will be sunsetting its “Pick-up only” stores. These outfits are exactly what you might expect. They are places where the only means of ordering is through mobile. You can only pick up items and go. There is no where to sit. No interactions with baristas. You might think that the reason that they are closing these spots has to do with profits. And no, that’s not the reason. It’s vibes.

As quoted by USA Today, Brian Niccol had this to to say about the move: “We found this format to be overly transactional and lacking the warmth and human connection that defines our brand.” (See here for the full story.)

With his Back to Starbucks plan, Niccol has pushed for measures that lean into the brand’s image as a third space, those places that become part of your routine. You sit and stay a while. You linger while you drink your coffee. And if this is the image that Starbucks is trying to rebuild, all of its business decisions need to support and align with that vision.

I’m highlighting this story as I begin to think through strategy as a concept. A key piece I have come across is the importance of developing and using strategic filters. They are questions that you ask yourself to way any initiative or decision on the basis of whether it supports or detracts from your strategy. In Starbucks’s case, the question might have been, “Does this align with our image as a third space?” As Niccol and team evaluated all of their offerings, they likely looked at the “Pick-up only” concept and saw key conflicts with the image as a third space. That made the answer no. If something doesn’t pass your strategic filter test, it’s a no go. It was only right that they sunset the concept in fiscal year 2026.

As Niccol continues to revamp the brand, it’s showing me great examples of what strategy looks like in the real world. But as a consumer of the brand, I am curious how the overall vision and strategy will ultimately improve or detract from my experience. I will continue to follow this story, and no doubt the algorithm will keep pushing Starbucks news my way.

What about you? How do you think about strategy? Are there other examples of strategy in the real world that you would suggest I look at?