Starbucks unveils bold plan to reverse customer behavior shift

Customers used to spend hours at Starbucks  (SBUX) , but the time they spend in coffee shops these days is fast decreasing, and it isn't helping matters for a coffee chain that is already facing fire on multiple fronts.

It used to be a familiar sight. A Starbucks lover would enter the nearest location, order a favorite brew, and would then take time to read the paper or chat with fellow customers, all while sipping on the latest quality creation coming from the star brand. 

However, now the opposite is happening. According to Starbucks, customers cannot wait to take their coffee and head out. This transition from lingering to departing is central to a quiet rethinking of the coffee business.

Starbucks has begun testing a new shop prototype with fewer digital trappings and a more human appearance, as part of a larger effort to revive its signature “third place” vibe. In a society conditioned to tap, grab, and go, the coffee conglomerate is wagering that seats, warmth, and camaraderie remain important.