by LI Ye
Starbucks is showing early signs of changes in how it staffs and manages stores in China's largest cities, according to recruitment data and employee accounts, even as the U.S. coffee chain continues to expand its footprint in top-tier urban markets.
A review by Jiemian News of postings from Starbucks' official recruitment account, "Join Starbucks", shows that part-time roles now dominate new hiring. As of Jan. 14, openings across 269 locations showed student part-time positions accounted for 61.7%, non-student part-time roles 17.8%, while full-time jobs made up 20.4%. A separate posting on Jan. 9 showed 111 stores hiring student part-timers, two recruiting non-student part-timers, and only 12 seeking full-time staff such as baristas and supervisors.
The skew is sharper in China's biggest cities. Nationwide hiring summaries posted last year showed full-time openings across 343 cities, but among Beijing, Shanghai, Guangzhou and Shenzhen, only Shenzhen appeared four times and Shanghai twice, with most full-time demand concentrated in lower-tier markets.
The hiring pattern contrasts with Starbucks' continued store expansion. The company added 415 new outlets in its most recent fiscal year. While it does not disclose the regional breakdown, public information shows new stores opening in 2025 in areas such as Shanghai's Xujiahui business district, Beijing's Zhongguancun and Shenzhen. Industry data indicate Shanghai remains one of Starbucks' most densely covered markets, where staff turnover is typically high.
Employees in Shanghai, Beijing, Yunnan and Henan told Jiemian News that some stores in major cities have become less inclined to recruit full-time staff, relying instead on part-time workers. According to these accounts, full-time hiring is more common in newer or lower-tier markets. Starbucks did not respond to a request for comment.
It remains unclear whether the shift reflects a short-term adjustment or a longer-term change. In Shanghai, Jiemian News contacted several stores posing as a job applicant; at least one outlet in Xuhui district said it was still recruiting full-time baristas, with training provided for new hires.
The tilt towards part-time hiring mirrors a broader trend in China's restaurant sector, where operators face sharp differences between peak and off-peak customer flows.
For Starbucks, the cost gap can be material. A Beijing-based employee said part-time workers typically earn about 25–26 yuan an hour under capped schedules, while a full-time entry-level employee typically takes home over 4,000 yuan a month after social insurance. Hiring a part-time worker instead of a full-time employee can save around 1,500 yuan a month, excluding the employer's share of social insurance.
Alongside hiring changes, employees said Starbucks has adjusted store management in some locations, with managers overseeing two to three outlets. The company refers to this internally as the "Launch Project", grouping nearby stores into multi-store communities and scheduling staff across locations using shared systems.
The adjustments come as Starbucks China remains profitable but faces a more competitive environment. In fiscal 2025, the company reported China revenue of US$3.1 billion, up 5%, with same-store sales returning to modest growth. Globally, Starbucks has flagged labor as its largest operating cost and has sought efficiency gains under its "Back to Starbucks" strategy.
In China, the changes are unfolding against an evolving ownership backdrop. In November, private equity firm Boyu Capital agreed to acquire about 60% of Starbucks China's equity and franchising rights through a joint venture, expected to close in March or April.
For now, the data point to early signals rather than a definitive shift. Recruitment patterns and management arrangements suggest Starbucks is testing more flexible ways of running stores in China's largest cities amid rising costs and intensifying competition.
