Starbucks China has rolled out a new seating rule that takes effect in all 8,000 of its outlets nationwide. Beginning Thursday, patrons can only occupy a seat after placing an order.
The policy, announced by the company’s China division, is part of an effort to improve the "in‑store experience" for customers and to address the growing presence of non‑paying seat‑hoarders. Starbucks has faced similar challenges in other markets, including South Korea and North America, where the brand has tightened its open‑door policy and barred large items that occupy seating space.
Industry observers note that the move comes as Luckin Coffee, a homegrown competitor that offers a robust app‑based, grab‑and‑go model, has overtaken Starbucks as China’s largest coffee chain in 2023. The new rule is intended to protect paying customers and maintain a welcoming environment for those who purchase.
Starbucks China also said it plans to increase staffing and upgrade digital systems to ensure timely and warm service during peak hours. The company is still in the process of selling a 60% stake in its Chinese business to Boyu Capital in a $4 billion deal.
Social media reactions have been largely supportive, with many users expressing relief that seats will be available for paying customers. The policy follows a recent incident in Sichuan province where a store chained its outdoor seats to prevent non‑paying customers from occupying them.
Starbucks will monitor the impact of the new policy and may adjust its approach as it continues to compete with local brands that offer cheaper prices and a streamlined, app‑driven experience.
