STATEN ISLAND, N.Y. — A mistaken closure announcement at a Staten Island Starbucks exposed a stark divide: Local indifference versus nationwide outrage over the coffee chain’s downsizing.
When the Staten Island Mall Starbucks erroneously announced it was closing, local residents responded with overwhelming dismissal. Comments on the Advance’s social media threads included reactions like “So what?” and sarcastic quips such as, “Oh my god, Starbucks in the mall was closed — what will we do?!?!?!” One user posted a GIF of Donald Trump saying, “I did that!”
The apathetic local response contrasted sharply with intense backlash on social media from Starbucks employees and customers nationwide. On the company’s official Instagram account, @StarbucksNews, many self-identified employees voiced anger over being laid off with little notice and limited transfer options.
“Closing my store yet there is no home for me. My customer connection score is 100%. I loved this company—but you close our store in 2 days and have nowhere else for me to go,” one Instagram user wrote.
Another criticized the timing: “So now the company is closing stores WEEK OF and letting partners know WEEK OF. This is absolutely insane.”
The Staten Island Mall email gaffe came amid a broader downsizing effort by the Seattle-based coffee chain. According to Time Out New York, 34 Starbucks locations have closed across New York City in 2025 as part of a nationwide strategy to streamline operations.
In a Sept. 25 message to employees, Starbucks Chairman and CEO Brian Niccol explained, “During the review, we identified coffeehouses where we’re unable to create the physical environment our customers and partners expect, or where we don’t see a path to financial performance, and these locations will be closed.”
Starbucks later apologized for the Staten Island mix-up and awarded affected customers 200 bonus reward points. A company spokesperson ultimately confirmed the Mall location remains open but did not elaborate on how the erroneous closure message was sent.
Staten Island’s coffee scene booms
While Starbucks trims its footprint, Staten Island’s independent coffee scene thrives. Five years ago, just as COVID-19 shutdowns brought the restaurant industry to a halt, Bella Beans perked up in Rosebank. Since then, the borough has seen a surge in unique, locally owned coffee shops.
Among the newcomers, the borough now sips from The Flower Lab in Richmond Valley, which blends European café culture with a working flower shop. There’s also the Caffeinated New Yorker in Stapleton, which offers delicate pastries and freshly baked breads. Oda Cafe in West Brighton opened earlier this year with Turkish coffee and assorted teas. Meanwhile, on the East Shore, Moka & Co. on New Dorp Lane serves Middle Eastern sweets alongside Yemeni coffee.
In Castleton Corners, Coffee & Collectibles combines an antique store with a coffee bar and open kitchen. Brew Bar in Great Kills offers funky seating and efficient service. Main Street Coffee in Tottenville charms with its white cottage exterior and cozy corners.
Even honey producers on Staten Island are joining in the buzz. Beezy Bees in Travis, run by beekeeper Igor Yakovlev, now micro-roasts coffee sourced from Colombia and Brazil. His seasonal satellite café operates from a bright yellow trailer at Sweetbrook Garden Center in Mariners Harbor.
In a previous Advance/SILive.com report, Beans ‘n’ Leaves owner Megan Coppola said Staten Island once had only one major competitor: The Hidden Cottage on New Dorp Lane. Today, the borough boasts over 50 coffee vending franchises and 35 independent operators, with the lion’s share on the North Shore.
“We were all in survival mode,” Coppola said of the pandemic years. “In a positive reflection, it forced me to reinvent the wheel a bit and take risks, which did ultimately grow my business.”
Bella Beans owner Johnny DeRoss, aka “Johnny Beans,” added: “In a bad time the concept worked. It’s not my place, it’s your place.”
His café has become a neighborhood staple, welcoming tourists from the ferry and Fort Wadsworth with Sinatra on the sound system and the occasional vintage car meet-up.
Starbucks responds with transparency
Amid criticism and confusion, Starbucks has leaned into transparency. The company’s “For the Record” page on Starbucks.com addresses frequently asked questions and responds directly to misinformation circulating online.
“At Starbucks, truth and transparency are essential to fulfilling our mission, upholding our promises and living our values,” the site states. “When inaccurate information about our company is circulating online, we believe it’s important to respond with facts and clarify our position on key issues.”
The page outlines the company’s stance on social issues and corrects false claims, including rumors about military involvement. Starbucks emphasizes its humanitarian efforts, noting that The Starbucks Foundation and its global partners have provided over $3 million to World Central Kitchen to deliver more than 1 million meals to families in Gaza.
A new challenger brews
As Starbucks navigates closures and criticism, a new competitor is quietly entering the U.S. market: Luckin Coffee, China’s largest coffee chain. Its app-only model contrasts sharply with Starbucks’ traditional café experience. Despite a major accounting scandal in 2020, Luckin has rebounded and recently opened two Manhattan stores—just steps from Starbucks—offering fast service and steep discounts. With only two U.S. locations so far, it’s a small player, but in China, Luckin overtook Starbucks in just six years.