Copyright berkshireeagle
PITTSFIELD — Despite the closure of hundreds of "underperforming" locations, Starbucks continues moving forward with new cafes — including in a new building at 1030 South St. (Routes 7/20) adjacent to Guido’s Fresh Marketplace. The new location — Pittsfield's second — is set to open "in early winter," a company spokesperson said in an emailed statement. Contractors are putting the finishing touches on the site, which will feature a drive-thru, indoor seating and a seasonal outdoor patio. About 25 employees are being hired. “Starbucks is always looking for great locations to better meet the needs of our customers,” the statement said. The new Pittsfield store just north of the Lenox line is in a heavily congested area with Guido's next door, a new Lipton car wash under construction across the highway, and several other businesses nearby including Haddad's Toyota dealership, Jiffy Lube and the adjoining Golden Nozzle car wash While supporting the project, Matt Masiero, co-founder and now a retired former owner of Guido’s Marketplace, has expressed concern about the traffic impact, which he described as "a recipe for disaster. "I’m more concerned than ever for the safety of our staff and customers," he told The Eagle on Thursday. He cited constant speeding above the posted 40 mph limit on that section of Pittsfield Road, as well as traffic entering and exiting the multiple businesses on both sides of the city line. The company in September announced the shutdown of 520 U.S. locations nationwide, including 20 in the Boston metro area. Factoring in new store openings, Starbucks is down by about 180 stores in the U.S. this year, a 1 percent decline. “We’re a year into our ‘Back to Starbucks’ strategy, and it’s clear that our turnaround is taking hold,” said Brian Niccol, chairman and CEO in a statement. “We’ve got more work to do, but the momentum we’re building gives me confidence we’re on the right path to deliver the very best of Starbucks for our customers and shareholders.” Formerly the CEO of Chipotle, he took over in August 2024 as the coffee chain struggled with weak demand. Niccol’s turnaround strategy emphasizes faster service while enticing customers with a more welcoming coffeehouse experience. The plan includes removing almost a third of the menu options, drinks ready in four minutes or less, no up-charges for nondairy milks, a store redesign to encourage people to linger — along with ceramic mugs and free refills on coffee or tea for those who decide to stay in the cafe. Niccols has said the chain had nearly 18,300 company-operated and licensed locations in the U.S. and Canada at the end of September, down from 18.734 disclosed in July. According to Cathy Smith, chief financial officer, “We know this continues to be a multi-year turnaround.” However, Starbuck's union members are threatening a strike next week unless a new contract is settled, CBS News reported. Baristas at more than 500 Starbucks stores in 40 states have voted to unionize. The existing Starbucks location in Pittsfield is at 555 Hubbard Ave. in the Berkshire Crossing shopping center. The chain also has stores in Lee and Lanesborough. None of the corporate locations in Berkshire County are staffed by union members. Locations inside other businesses, such as in the Price Chopper in North Adams, may be staffed by union members employed by the supermarket chain, not by Starbucks itself. The new Pittsfield store just north of the Lenox line won City Council approval in late November 2022, despite traffic impact concerns voiced by councilors and nearby business owners. The property is owned by the adjacent Hilton Garden Inn. In an effort to ease the traffic flow, a revised plan submitted before the approval slightly expanded the buffer between the coffeehouse and the busy Guido’s exit driveway and parking lot. The revised plan shifted the Starbucks driveway slightly southward and created separate left and right turning lanes.
