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Starbucks has launched a new competition to spotlight the coffee-making ability and customer service skills of its frontline workforce through a global talent contest.
The three-day Starbucks Global Barista Championship will take place from June 9-11 in Las Vegas during the company’s annual Leadership Experience, attended by more than 14,000 employees from the US and Canada.
"This is the first year Starbucks is hosting a global championship, celebrating what our baristas do every day," a post on the company's website announcing the competition siad. "From building community and working together to creating connections with customers, to crafting high-quality coffee."
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The finalists, narrowed down from a global pool of over 84,000 baristas, represent every region that the coffee chain operates in, including China, Japan, Europe, the Middle East and Africa, Asia Pacific, Latin America and the Caribbean, and North America.
Also joining are champions from the company’s six flagship Starbucks Reserve Roasteries in Shanghai, Tokyo, Milan, New York, Chicago and Seattle.
The competition is designed to showcase excellence across three key areas - barista storytelling, technical craft and customer experience. The 12 baristas will compete in semi-final rounds across June 9 and 10, with four advancing to the final on June 11.
Recognition through performance and connection
While Starbucks has consistently emphasized training and development, the new global competition places a deliberate focus on celebrating in-store expertise and deepening engagement among its frontline teams.
Judged by a panel of company leaders, certified Coffee Masters and members of the coffee development team, participants will be evaluated not only on their beverage-making ability but also on their storytelling and personal connection to the Starbucks brand.
The judging criteria include how well each barista communicates the Starbucks Coffee Company story, how accurately and skillfully they prepare drinks, and the strength of their connection with customers through quality, order accuracy and personalized interaction.
Employee pride on a public stage
The competition will be livestreamed globally on the company’s YouTube channel, with event highlights available after the final round.
The decision to embed the competition within the Starbucks Leadership Experience provides a highly visible platform for recognition and career celebration, reinforcing a message of internal mobility and pride in the role.
The initiative shows skills-based development, internal brand storytelling and employee experience at scale and adds gravitas to its customer service roles, in a bid to improve engagement and retention.
