Starbucks China is linking access to store seating with a purchase at about 8,000 mainland locations from October 22, 2026, while committing more than RMB 300 million (about US$44.9 million) to improve the in-store experience and add staff during busy periods. The changes come as competition intensifies in China’s coffee market and the company looks to manage store space and service for in-store customers.
Purchase required for seating at about 8,000 stores
Starbucks China announced the policy on October 21. Pregnant customers and people with limited mobility will continue to receive “priority support,” the company said. The rule prompted discussion on social media. Some users backed reserving seats for paying customers, arguing that café seating is not an open study space without a purchase.
The move echoes changes to how Starbucks manages store access in other markets. In early 2025, the company revised its open-door policy, which had allowed anyone to enter, saying it would prioritize paying customers. Starbucks South Korea introduced restrictions in August 2025 on large items such as desktop computers and printers, while continuing to allow laptops and smaller personal devices. The company said bulky equipment could affect seating and shared spaces.
More than RMB 300 million for store upgrades and peak staffing
Alongside the seating rule, Starbucks China plans to spend more than RMB 300 million on store improvements under a program called the “Third Place Plan.” The investment includes adding employees during peak hours. The company has not provided a breakdown of how the funds will be allocated across the planned upgrades.
Seating management and staffing are the specific measures disclosed so far. For coffee chains, store space must serve customers while also supporting turnover, service efficiency and the in-store experience. The changes set out a new approach to balancing those needs. Positive responses on social media indicate that some customers support prioritizing paying visitors, but no post-rollout traffic or operating data has been announced.
Luckin competition and changes to China operations
Starbucks faces competition from domestic coffee chains, including Luckin Coffee. Luckin surpassed Starbucks in store count in 2022 and became the first coffee brand in China to reach 10,000 locations. Founded in 2017 and headquartered in Xiamen, Luckin has built its business around lower prices and mobile ordering, drawing younger consumers.
Starbucks’ China revenue has also fallen from earlier levels. The company generated US$3.6 billion in the market in fiscal 2021; revenue declined over the following years amid pandemic disruptions and stronger competition. Starbucks reported China revenue of US$3.2 billion for fiscal 2025. After completing a transaction involving its China business, the company stopped disclosing revenue from the market separately in its financial statements, making subsequent performance harder to track on the same basis.
In November 2025, Starbucks announced it would sell a 60% stake in its China business to Hong Kong-based private equity firm Boyu Capital. The transaction closed in April 2026. Then-CEO Brian Niccol said the deal was intended to help the company serve more customers, expand into more cities and strengthen its position in a changing market. The newly announced store investment and seating policy are further operational changes; the disclosed details include coverage at about 8,000 locations, continued priority support for certain customers and additional staffing at peak times.