• Starbucks will host its first manager conference since the COVID-19 pandemic this year.
• The last conference was hosted in Chicago in 2019 and had over 12,000 attendees.
• New CEO Brian Niccol wants to stamp his mark and enhance in-person experiences at the chain.

Starbucks is bringing back a major conference for its store managers and senior staff for the first time since before the COVID-19 pandemic as it refocuses on in-person experiences.

Starbucks confirmed to Business Insider that thousands of store managers and other senior staff will be invited to the gathering this year. It will include training, development, and networking opportunities, the company said.

"As we get back to Starbucks, we must refocus on what has always set us apart — a welcoming coffeehouse where people gather, and where we serve the finest coffee, handcrafted by our skilled baristas," the chain said in a letter sent to invited staff.

"We know the power of in-person connection. We haven't met as a group since 2019, and we're excited to bring our North America retail leaders together again in 2025 to help us get 'back to Starbucks,'" it continued.

Starbucks declined to share details of the event's location and dates, though users on a Subreddit for Starbucks staff said they had been told it would be hosted in Las Vegas.

The last similar conference for senior retail staff was hosted in Chicago toward the beginning of September 2019, just a few months before the beginning of the COVID-19 pandemic.

In 1987, the Windy City was the location of the first US Starbucks store away from its headquarters in Seattle.

2019's three-day event consisted of learning and speaker sessions at McCormick Place Convention Center in the South side of Chicago. Over 10,000 store managers from the US and Canada were in attendance, along with 2,000 regional leaders, the senior leadership team, and staff.

New CEO Niccol looks to make his mark

News of the conference comes as the coffee giant's new CEO, Brian Niccol, looks to make his mark.

Since joining the coffee giant in September, Niccol has said he envisions Starbucks stores becoming places where people want to hang out again, focusing on the value of in-person experiences.

"Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between 'to-go' and 'for-here' service," he said in an open letter.

Earlier this week, the firm said it would expand its free refills policy to all customers at participating cafés as part of its new code of conduct, effective January 27. Starbucks rewards members were previously the only ones who could get a free top-up of their order.

The coffee company also announced it would be reversing its open-door policy, which lets non-paying guests use store facilities, like bathrooms, indoor communal areas, and patios.

As a former boss of the Mexican grill chain Chipotle, Niccol attended the California-headquartered fast food chain's all-manager conference in March in Las Vegas.

Attendees included restaurant general managers, executives, and employees with more than 20 years of experience. Chipotle held a similar conference in 2022.