Starbucks Leadership Experience 2025: Starbucks Hosts First-Ever Global Barista Championships and Rallies 14,000 North America Coffeehouse Leaders to Accelerate its ‘Back to Starbucks’ Strategy
A celebration of milestones—and a renewed call to be the place where human connection thrives.
LAS VEGAS, June 13, 2025.- More than 14,000 coffeehouse leaders from across North America came together this week for a high-energy, three-day rally designed to build on the momentum of the company’s “Back to Starbucks” strategy. The company also hosted the first-ever Global Barista Championship, with partner Sebastian representing Latin America and the Caribbean during the week’s competition.
Here are 7 key highlights that inspired us in Latin America and the Caribbean:
- Connection is the way Back to Starbucks
At the heart of LE25 was a simple yet powerful message: getting “Back to Starbucks” means getting back to connection. From the very first moment, partners were reminded that Starbucks has always been more than a coffee company—it is a space where human connection flourishes.
This theme was brought to life in an unforgettable way when ceo Brian Niccol surprised the audience with a guest appearance by Starbucks founder Howard Schultz. Greeted by a standing ovation, Schultz spoke passionately about the enduring relevance of the Third Place. He shared that, people are “longing for human connection,” and Starbucks is uniquely positioned to meet that need. “We are a company steeped in humanity,” he affirmed.
Schultz praised the “Back to Starbucks” strategy as exactly what the company needs today, emphasizing that coffee craftsmanship and the customer experience must remain at the core. He called on leaders to uphold the highest standards, saying every decision should be made with “two chairs in the room”—one for the partner and one for the customer.
This renewed focus took physical form during the largest coffee tasting in Starbucks history, where over14,000 coffehouse leaders gathered with Michelle Burns, Starbucks global head of coffee, to share the first sip of the new Starbucks 1971 Roast™ coffee. Thedark roast coffee set to launch in JanuarySide by side, partners from every corner of North America experienced the coffee together—a moment of deep connection, joy, and pride in the craft.
As Starbucks enters a new chapter, it does so by reigniting the soul of the Third Place, with its partners at the heart of every meaningful connection.
2. The Art of Coffee – and Latin America- on the Global Stage
LE25 was also the setting for the first-ever Starbucks Global Barista Championship, a celebration of craft and connection featuring 12 baristas from Starbucks five global regions—narrowed down from over 84,000. Representing Latin America and the Caribbean, Sebastian took the stage with pride, showcasing the artistry, skill and warmth that defines the green and black apron baristas of our region.
Just before announcing the four finalists, The Starbucks Foundation shared that it would award $10,000 grants to nonprofits in each finalist’s region, extending the championship’s impact far beyond the event itself.
Nobuki representing Japan, earned the title of Starbucks Global Barista Champion and will have the opportunity to co-create a beverage that will be served in Starbucks coffeehouses in North America.
3. A Milestone for the Future of Coffee
At LE25, Starbucks announced that it has fulfilled its $100 million commitment to the Global Farmer Fund, reaching its 2025 goal months early. This financing has enabled thousands of smallholder farmers to invest in new trees, infrastructure and climate-resilient practices, ensuring the future of high-quality arabica coffee for generations to come.
This milestone underscores Starbucks deep-rooted coffee heritage in Latin America and the Caribbean, where more than half of the company’s coffee is sourced each year.
4. Ensuring Coffee’s Future and Innovation – New Coffee Farms in Latin America
Two new Starbucks coffee innovation farms were officially named during LE25:
- Highlands of Alsacia, located in Costa Rica, will expand climate-resilient research and agronomy innovation from the iconic Hacienda Alsacia.
- Valley of Volcanoes, in Guatemala, will focus on developing sustainable solutions in a volcanic microclimate to enhance yield, quality and resilience.
These farms expand Starbucks global agronomy network and deepen its commitment to the farming communities that have sustained the brand for over five decades.
5. Social Impact with Purpose
Starbucks also shared powerful numbers that reflect its partners’ (employees) commitment to strengthening communities:
- More than $5 million in community donations were awarded through the Neighborhood Grants program, fueled by over 56,000 nominations from North America-based partners.
- 100% of surplus food from the event was donated to Las Vegas’ Three Square Food Bank, along with a $100,000 contribution from The Starbucks Foundation.
6. Technology Enables Human Connection At Starbucks Coffeehouses
From the launch of Green Apron Service—a refreshed model of customer care grounded in warmth and empathy, presence and human connection—to the debut of Green Dot Assist, an AI-powered tool to support baristas in real time, Starbucks showed how innovation isn’t just about technology. It’s about creating simpler ways for partners to show up as themselves and focus on what matters the most: the customer.
7. Reigniting the Soul of Starbucks
“We’re reigniting the soul of Starbucks—together,” shared Brian Niccol, Starbucks chief executive officer, in his opening remarks. And that spirit was present in every moment of LE25, a celebration of what makes Starbucks truly unique: a commitment to its partners, a spark of inspiration in every customer’s connection, and an unwavering desire to contribute positively to the world.
