Starbucks is getting rid of their mobile-only stores that were aimed at Gen Z. From protein-infused cold foams to roller rink pop-ups, Starbucks has been trying hard to connect with Gen Z. (Especially after being such a cultural staple for Millennials.) One of their experiments included mobile-only stores made to fit “Gen Z’s taste for frictionless experiences.” However, after six years of running these locations, they will now convert or close around 90 mobile-only “pickup” stores by the end of 2026. According to Starbucks, these stores lacked the “warmth and connection” that they say defines their brand. Ultimately, Starbucks wants to move away from a tech-heavy model and lean into being a third space for Gen Z and Millennials, especially since the gens make up over half of their customer base. (Fortune)
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