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, as the coffee chain seeks to reinforce its premium positioning amid intensifying competition.

The new policy, which requires customers to make a purchase before using store seating, has drawn widespread public attention. Starbucks said the implementation will be guided by clear service standards while maintaining flexibility and warmth in daily operations.

"Store partners (employees) will be trained to communicate with customers in a friendly manner and accommodate reasonable special circumstances," the company said. "Customers requiring assistance, including pregnant women and people with mobility challenges, will continue to receive priority support."

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The measure is part of its newly launched "Third Place Initiative".

At the same time, the company will step up investment in frontline staffing, digital technology, and store upgrades to further enhance the customer experience.

Molly Liu, chief executive officer of Starbucks China, said the company's "Thousand Stores, Thousand Looks" strategy is reflected not only in diverse store formats and product offerings, but also in every customer interaction.

"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.

As part of the investment, 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 initiative will add more than 200,000 hours of frontline service each month.

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Starbucks Reserve stores will receive an additional 70,000 hours of monthly staffing, giving "Coffee Masters" more time to introduce customers to coffee origins, brewing methods, and tasting notes.

The company will also begin rolling out a new generation of intelligent mobile point-of-sale systems in January. More than 70 new functions are designed to help store employees better understand customer preferences and deliver more personalized service, the company said.

Additionally, around 1,000 stores across China will undergo renovations and equipment upgrades during fiscal year 2027, as Starbucks continues to refresh its cafe network.