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Starbucks China began enforcing a requirement that customers make a purchase before taking a seat in its cafes starting October 22, according to a company statement. Stores nationwide have begun displaying signs informing visitors that seating is reserved for paying customers under the new “Third Place Initiative,” which also includes a poster encouraging respectful use of space by controlling conversation volumes and avoiding strong-smelling outside food. The coffee chain said staff would receive training to communicate the policy in a friendly manner while accommodating special circumstances, according to China Daily reporting on the announcement.
Exceptions will apply for vulnerable groups, Bloomberg reported from the company’s details. Pregnant women, individuals with limited mobility, delivery workers and people seeking shelter from rain can still rest briefly without buying anything, and free hot water will remain available. Starbucks China emphasized that the policy aims to maintain its stores as welcoming “third places” between home and work while prioritizing service for actual patrons.
The move has generated extensive discussion on Chinese social media platforms, with South China Morning Post noting a mix of reactions on RedNote where many users called the rule reasonable and suggested it should have been introduced earlier. Some commenters expressed concern that the change could erode the brand’s long-standing image as an open community space, Global Times reported from online posts. Store employees told various outlets that the rule would not be rigidly applied and that reminders would depend on specific situations such as busy periods or prolonged occupancy by non-customers.
China’s coffee market has expanded rapidly with more than 550 million drinkers nationwide, according to data from Canyin88’s research arm cited by South China Morning Post. Luckin Coffee overtook Starbucks as the country’s largest chain by store count in 2023, Bloomberg figures show, intensifying pressure on the Seattle-based company which operates around 8,000 locations in mainland China. The policy echoes a similar reversal of open-door rules that Starbucks applied to its North American stores last year to focus on paying customers.
Starbucks China plans to invest more than 300 million yuan in fiscal year 2027 on frontline staffing increases during peak hours, digital system upgrades and core equipment improvements, China Daily reported from a separate company statement. The spending will also fund renovations at approximately 1,000 stores as part of the “Thousand Stores, Thousand Looks” strategy described by chief executive Molly Liu. Liu stated that the approach extends beyond store formats and products to every customer interaction, according to the publication.
The changes arrive after Starbucks sold a 60 percent stake in its China business last year to investment firm Boyu Capital in a deal valued at $4 billion, Straits Times data shows. The transaction forms part of broader efforts to reshape operations in a market where sales have faced challenges from lower-priced rivals. Starbucks China said the combined measures would ensure timely and warm service even during busy times while working with customers to sustain the third-place environment.
