Starbucks China tells customers to buy something before they sit down, as it invests $45 million in the store experience

Starbucks China has implemented a new rule requiring customers to purchase something before they can sit down in its cafés across mainland China. The policy applies to the company's approximately 8,000 stores, though special accommodations will be made for certain groups such as pregnant women and individuals with mobility challenges.

The move has generally been well-received by the public, with many criticizing the previous "free study room" mentality. As part of a broader "Third Place Initiative," Starbucks China is investing over 300 million yuan ($44.9 million) to enhance the overall store experience, including increasing staffing during peak hours. This comes amid growing competition in the Chinese coffee market, where fellow coffee chain Luckin Coffee recently surpassed Starbucks in store count.

Starbucks' China revenue of $3.2 billion in 2025 marked a decline following previous years affected by COVID disruptions and increased competition. In response, Starbucks sold a 60% stake in its China operations to Hong Kong-based private equity firm Boyu Capital in April 2026, with CEO Brian Niccol stating the company aims to broaden its customer reach and leadership in the evolving market.