Starbucks has acquired 23.5 Degrees, its largest UK franchisor, as part of its efforts to improve the customer experience.
With this deal, Starbucks will acquire 113 coffee shops and 1,650 employees, bringing the number of company-owned locations in the UK to almost 500.
Starbucks stated that the purpose of the acquisition was to “further enhance the coffee shop experience for customers”.
The move comes after the company’s volatility saw its CEO Laxman Narasimhan resign in August after less than a year in the role following a 3 percent decline in global sales.
Former Chipotle CEO Brian Niccol was brought in to steer the company back on course. In an open letter to customers, he admitted that the brand had “drift from our core”. Niccol promised to “elevate” the store experience and improve the digital ordering system, with a particular focus on improving service during the morning rush hour.
Alex Rayner, CEO of Starbucks, UK, Switzerland and Austria, said: “I would like to acknowledge the important contribution of 23.5 Degrees and our dedicated Green Apron partners. This strategic change will enable us to accelerate our investment in new locations, improve our in-store experience and drive innovation in the UK.
