NEW YORK (AP) — Starbucks said Thursday that it plans to open hundreds of new stores across the U.S. and add seating capacity at thousands of existing locations, doubling down on a strategy of emphasizing the company's cafes as community hubs even as consumer demand for drive-thru coffee grows.
The company unveiled its plans during a presentation in New York for investors. After announcing in September that it would close hundreds of less profitable stores, Starbucks said it now expects to open up to 175 new U.S. coffee shops this year and around 400 in 2028.
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A Ristretto model of future Starbucks stores is displayed during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
The Mastrena 3 espresso machine, a next-generation machine that will cut in half the 70 seconds it now takes to pull espresso shots, is displayed during the Starbucks Investor Day event in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Starbucks Chairman and CEO Brian Niccol, right, speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. He is accompanied by, from left: CFO Cathy Smith; International CEO Brady Brewer; COO Mike Grams; and Chief Brand Officer Tressie Lieberman. (AP Photo/Richard Drew)
Executive Vice President and Chief Operating Officer Mike Grams speaks during the Starbucks Investor Day event, with an image of the company's Mastrena 3 espresso machine, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Starbucks Chairman and CEO Brian Niccol speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Starbucks Chairman and CEO Brian Niccol speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Its plans include smaller-format stores that are 20% cheaper to build but still offer comfortable seating, drive-thru service and mobile order pickup capacity.
Chairman and CEO Brian Niccol said Starbucks ultimately sees an opportunity to build at least 5,000 new cafes across the U.S., with the smaller store format presenting much of that opportunity. There are thousands of sites where no Starbucks operates within a mile of a competitor, he said. Starbucks is particularly eyeing the central, southern and northeastern U.S. for store development.
In some ways, Starbucks is running counter to a growing U.S. trend of drive-thru-only coffee shops like Dutch Bros and 7 Brew. In September, the National Coffee Association, an industry trade group, found that 59% of U.S. coffee drinkers who bought coffee outside their home in the past week had used a drive-thru, which was an all-time high.
But Niccol said Thursday that over the last month, more than 60% of Starbucks’ customers came into a store to order their coffee, and he thinks it’s important for those stores to feel vibrant and inviting.
“Our cafes are our point of differentiation,” Niccol said. “We want people to be in our coffeehouses.”
Starbucks said it plans to add 25,000 additional seats to its U.S. cafes by the end of its fiscal year this fall. That’s part of an ongoing upgrade process that is intended to make existing stores warmer and more welcoming.
The improvements, which cost around $150,000 and are done overnight while stores are closed, have been completed at 200 locations and are expected to spread to 1,000 by fall. Starbucks expects to finish the retrofitting work in 2028. The company has around 10,000 company-operated stores in the U.S.
Niccol said Starbucks is seeing customers dwell longer in stores that are revamped.
Niccol, who joined Starbucks in 2024 to revive its flagging sales, said the company’s turnaround is taking hold. Starbucks has been adding staff and equipment to stores to improve service times and give employees more time to connect with customers.
Among Starbucks’ priorities in the coming year is improving its afternoon business, which is weaker than its performance in the morning. In the spring, the company plans to introduce customizable energy drinks made with a proprietary green coffee extract. It’s also planning more snackable foods that are high in protein and fiber, like flatbreads, cottage cheese and protein popcorn.
The company is also installing equipment designed to speed up service. A next-generation espresso machine will cut in half the 70 seconds it now takes to pull espresso shots and double capacity to eight shots at a time, the company said. The machines will begin rolling out to U.S. stores in 2027.
Starbucks also expects changes to its loyalty program to boost sales. A three-tiered program set to start March 10 in the U.S. and Canada will have various benefits for Green, Gold and Reserve members. Starbucks has 35.5 million active loyalty members in the U.S. alone.
Green members will still earn one star per dollar spent, and stars can be redeemed for food and beverages. But they will earn a $2 credit faster than before and get free drink modifications once per month, the company said.
Members who spend more will earn more perks. Reserve status members, who must earn 2,500 stars in 12 months, gain access to exclusive merchandise and events, including all-expense paid trips to coffee-focused destinations like Milan and Costa Rica.
Earlier this week, Starbucks reported stronger-than-expected sales in its fiscal first quarter. The company said its same-store sales were up 4% globally and in the U.S. in the October-December period, which marked its best U.S. performance in two years. It expects global and U.S. same-store sales to rise 3% in its 2026 fiscal year.
On Thursday, the company shared guidance for its 2028 fiscal year. It continues to expect U.S. and global same-store sales to rise 3% or more, and it expects revenue to grow by 5%. Starbucks also forecast earnings per share of $3.35 to $4. That compares to adjusted earnings per share of $2.13 in its 2025 fiscal year.
Starbucks shares fell 1% in midday trading Thursday.
A Ristretto model of future Starbucks stores is displayed during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
The Mastrena 3 espresso machine, a next-generation machine that will cut in half the 70 seconds it now takes to pull espresso shots, is displayed during the Starbucks Investor Day event in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Starbucks Chairman and CEO Brian Niccol, right, speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. He is accompanied by, from left: CFO Cathy Smith; International CEO Brady Brewer; COO Mike Grams; and Chief Brand Officer Tressie Lieberman. (AP Photo/Richard Drew)
Executive Vice President and Chief Operating Officer Mike Grams speaks during the Starbucks Investor Day event, with an image of the company's Mastrena 3 espresso machine, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Starbucks Chairman and CEO Brian Niccol speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
Starbucks Chairman and CEO Brian Niccol speaks during the Starbucks Investor Day event, in New York, Thursday, Jan. 29, 2026. (AP Photo/Richard Drew)
WASHINGTON (AP) — Melania Trump is capping her first year back as first lady with the global release of a documentary she produced about the 20 days leading up to husband Donald Trump’s return to the White House.
“Melania” will premiere Thursday at the Kennedy Center, where the Trumps are expected to walk the red carpet before the film opens in theaters worldwide Friday. They hosted a similar viewing at the White House last Saturday.
The first lady has said that she got the idea for the documentary after her husband won the 2024 election and that it will give viewers a rare, behind-the-scenes look at her life.
“My new film, ‘Melania,’ provides a window into an important period for America, the 47th presidential inauguration," she said Wednesday before ringing the bell to open the New York Stock Exchange. "For the first time in history, people will witness the 20 days leading up to the inauguration, through the eyes of an incoming first lady.”
A private person, Melania Trump still remains a bit of a mystery to the public in her husband's second term.
She said the film will show what it takes to step into the high-profile role as she juggles being a businessperson, a wife and a mother, as well as the coordinator of her family's move back to the Executive Mansion.
“Everyone wants to know. So here it is,” she says in the trailer for the nearly two-hour film.
In another scene from the trailer, it is Inauguration Day and Melania Trump is inside the Capitol, waiting to be escorted into the Rotunda for the ceremony. She turns her head, looks directly into the camera that had been documenting her every move and says, “Here we go again.”
She wrote in her self-titled memoir published in 2024 about how much she values her privacy. She is not as frequently seen or heard from as often as some of her recent predecessors, which may be influencing the public's perceptions of her. But she also likes to do things her way.
The U.S. public is divided on their views of the first lady, but a significant number — about 4 in 10 adults — had no opinion or had not heard of her, according to a CNN poll from January 2025. About 3 in 10 adults saw her favorably while roughly the same share had an unfavorable opinion.
Her standing among Republicans was higher, with about 7 in 10 saying in the poll that they viewed her favorably, but around one-quarter did not have an opinion.
Experts said the film could help improve perceptions of her.
“I think it’s an attempt, in a way, to really augment or tailor or really refine her image for the American public,” said Katherine Sibley, who teaches history at Saint Joseph’s University in Philadelphia. “She’s a mystery to the American people.”
Melania Trump, 55, said she's honored to execute the traditional duties of first lady, such as holding state dinners, hosting the annual Easter Egg Roll and decorating for Christmas. But she also has suggested she wants to leave her mark in other ways, too.
“I want to impact Americans' lives,” she said this week during an interview on Fox News Channel's “Fox & Friends.”
She spent chunks of time away from Washington last year working on the documentary and was deeply involved in every aspect of its development, according to Marc Beckman, her longtime senior adviser.
The well-being and safety of children remains one of her top priorities, and she has used her influence to lobby Congress to pass the “Take It Down Act,” making it a federal crime to publish intimate images online without consent. The president signed the bill into law and had her sign it, too.
Her advocacy for foster children was enshrined in an executive order creating a “Fostering the Future” program. It's part of the “Be Best” child-focused initiative she launched in the first term.
She also wrote to Russian President Vladimir Putin last year for help reuniting children who had been separated from their families because of his war against Ukraine. She had her husband hand-deliver the letter when the leaders met in Alaska, and she later announced that eight children had been reunited with their families.
The first lady accompanied the president on visits to disaster zones, where she helped console victims. She has taken a prominent role in the administration's efforts on artificial intelligence and education and launched a global version of the foster child program.
She told guests at a White House Christmas reception that she is working on a new legislative effort for 2026, but has not yet shared details.
It was unclear how much money Melania Trump stands to earn or what her plans are for any film proceeds. Experts said it was unusual for a first lady to pursue a project of this kind from the White House — but not unusual for the Trumps.
“As far as I know, she’s the first first lady to be paid a lot of money to have a documentary made about her and it is unprecedented in terms of the Trumps because they are always breaking precedent,” said Katherine Jellison, professor emerita of history at Ohio University.
Presidents and first ladies generally refrain from pursuing outside business ventures while in office to avoid potential conflicts of interest or raising ethical concerns.
Both Trumps participate in numerous business ventures, selling everything from watches, fragrances and Bibles for him to jewelry, Christmas ornaments and digital collectibles for her.
The movie also marks another link between the Trumps and Amazon founder Jeff Bezos, who has worked to improve a once-tense relationship with the president. The documentary, which was produced by AmazonMGM Studios and is said to have cost $40 million, will stream exclusively on the Amazon Prime Video streaming service after its theatrical run.
Amazon has declined to comment on the financial arrangements.
The film was set for release in approximately 1,600 screens worldwide on Friday, including about 1,500 in the United States. The premiere is to be simulcast in 21 theaters nationwide for invited guests on Thursday to help build excitement for the launch.
The movie is the first project by director Brett Ratner since he was accused of sexual misconduct in the early days of the #MeToo reckoning. Ratner's lawyer has denied the allegations.
He shares producer credits with the first lady, Beckman and Fernando Sulichin of New Element Media. Filming began in December 2024.
Associated Press writer Linley Sanders contributed to this report.
First lady Melania Trump speaks before the premiere of her movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Allison Robbert)
First lady Melania Trump walks from the stage after speaking before the premiere of her movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Allison Robbert)
President Donald Trump and first lady Melania Trump arrive for the premiere of her movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
President Donald Trump and first lady Melania Trump arrive for the premiere of her movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
President Donald Trump and first lady Melania Trump arrive for the premiere of her movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Allison Robbert)
Health and Human Services Secretary Robert F. Kennedy Jr. arrives for the premiere of first lady Melania Trump's movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
House Speaker Mike Johnson of La., and his wife Kelly arrive for the premiere of first lady Melania Trump's movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
Defense Secretary Pete Hegseth and his wife Jennifer arrive for the premiere of first lady Melania Trump's movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
Interior Secretary Doug Burgum and his wife Kathryn arrive for the premiere of first lady Melania Trump's movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
A worker removes plastic from the carpet before the premiere of first lady Melania Trump's movie "Melania" at The John F. Kennedy Memorial Center For The Performing Arts, Thursday, Jan. 29, 2026, in Washington. (AP Photo/Jose Luis Magana)
First lady Melania Trump delivers her remarks in the New York Stock Exchange board room before ringing the opening bell, Wednesday, Jan. 28, 2026. (AP Photo/Richard Drew)
First lady Melania Trump signs the book on the floor of the New York Stock Exchange before ringing the opening bell, Wednesday, Jan. 28, 2026. (AP Photo/Richard Drew)
First lady Melania Trump poses for photos on the podium after ringing the New York Stock Exchange opening bell, Wednesday, Jan. 28, 2026. (AP Photo/Richard Drew)
