THE APEX TIMES
Coffee Bean & Tea Leaf plots a U.S. comeback plan after years of closures, while Starbucks pushes its turnaround
A reported strategy shift centers on reducing reliance on traditional stand-alone cafés, leaning more on lower-cost locations and customer-engagement tools as competition in specialty coffee remains intense.
For readers comparing coffee chains to Starbucks’ “Back to Starbucks” turnaround, one rival’s trajectory offers a different lesson in restraint: The Coffee Bean & Tea Leaf has spent years shrinking its U.S. footprint and is now aiming to reverse that trend through a new operating and marketing playbook. TheStreet report
The Coffee Bean & Tea Leaf’s retrenchment is the key backdrop. The chain reportedly lost 84 U.S. locations from 2020 through 2022 (including 65 company-owned stores), and by 2026 it operates 192 U.S. locations across 12 states, with a larger share concentrated in California and more cafés in non-traditional settings. TheStreet report
Rather than trying to rebuild everywhere it used to be, the company’s reported “comeback” direction emphasizes format changes - especially moving toward airports, healthcare facilities, and university campuses. TheStreet reports that the brand expects roughly 80% of its portfolio to eventually operate in non-traditional settings, citing Franchise Times for that expectation. TheStreet report
On the product and loyalty front, the rival is also leaning into initiatives designed to keep customers returning despite tighter discretionary spending. TheStreet says it launched a revamped nationwide loyalty program in 2024 and expanded beyond its cafés by introducing Nespresso-compatible coffee capsules; it also highlights a “Perfect Americano” menu with pricing starting at $4 and an option to upgrade sizes for an additional $0.50, plus oat or almond milk “at no extra charge.” TheStreet report
TheStreet further reports that while The Coffee Bean & Tea Leaf’s U.S. presence has contracted, its parent company (Jollibee Food Corporation) has continued to post systemwide growth at the segment level. Specifically, it cites Jollibee’s latest earnings reporting 10.7% year-over-year systemwide sales growth in the first quarter of fiscal 2026, while noting that Jollibee does not disclose standalone results for the Coffee Bean brand. TheStreet report
For Starbucks, the competitive context is that it is simultaneously tightening its own operating model and investing in stores and loyalty. In May 2026, Starbucks’ board approved “further actions” under its “Back to Starbucks” strategy aimed at revitalizing coffeehouses and enhancing the customer experience, and at its January 2026 Investor Day the company outlined targets such as 3% or greater global and U.S. comparable store sales growth. Starbucks SEC filing
Starbucks also reported measurable momentum in its operating metrics during fiscal 2026 - though the key question for investors and rival operators is whether customer pull translates into durable unit economics. In its Q2 fiscal 2026 results, Starbucks reported North America comparable store sales up 7.1% and pointed to ongoing “Back to Starbucks” restructuring-related closures as part of the way it counts comparable sales. Starbucks Q2 results
Why It Matters
- Coffee chains are converging on a strategy of winning traffic without betting everything on traditional store footprints, especially as labor and real-estate costs remain a competitive differentiator.
- For Starbucks, the rival’s reported shift toward non-traditional locations underscores that customer convenience and placement can matter as much as brand loyalty.
- If Coffee Bean’s U.S. growth comes mainly through airports and other third-party locations, the competitive balance against Starbucks could tilt toward distribution partnerships rather than pure café expansion.
- The lack of standalone financial disclosure at the brand level means outsiders may need to watch broader parent-company trends and new unit growth to gauge whether the turnaround is gaining traction.
Sources
Key Facts
- The Coffee Bean & Tea Leaf reportedly lost 84 U.S. locations from 2020 to 2022, including 65 company-owned stores, and by 2026 operates 192 U.S. locations across 12 states.
- The company’s reported “comeback” focus is shifting growth away from traditional stand-alone cafés toward non-traditional formats such as airports, healthcare facilities, and universities.
- TheStreet reports the brand expects roughly 80% of its portfolio to eventually operate in non-traditional settings, citing Franchise Times.
- The Coffee Bean & Tea Leaf launched a revamped nationwide loyalty program in 2024 and expanded its retail offerings with Nespresso-compatible coffee capsules.
- The brand introduced a “Perfect Americano” menu, with prices reported to start at $4 and an option to upgrade sizes for $0.50 more, while oat or almond milk is described as included at no extra charge.
- TheStreet cites Jollibee Food Corporation reporting 10.7% year-over-year systemwide sales growth in the first quarter of fiscal 2026, while noting Jollibee does not disclose standalone results for The Coffee Bean & Tea Leaf.
- Starbucks’ board approved further actions under its “Back to Starbucks” strategy on May 13, 2026, and Starbucks outlined a 3%+ global and U.S. comparable store sales growth target at its January 2026 Investor Day.
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