Starbucks' New Rule in China: No Purchase, No Seat, as the 'Buy to Sit' Policy Takes Effect Across 8,000 Stores

Going into a Starbucks cafe in China and sitting down without buying anything is about to become a thing of the past. From Thursday, a new policy takes effect across all 8,000 Starbucks stores in the country, making it mandatory to purchase something if you want to sit in its cafes.

Starbucks China said the move was part of efforts to improve the 'in-store experience' for customers. The decision comes as the company faces stiff competition from homegrown brands, above all Luckin Coffee.

Reports of the new policy circulated this week, along with social media videos of what appear to be 'purchase to sit' signs in Starbucks stores.

Many on Chinese social media welcomed the new policy. 'Finally, there won't be peak periods where people are just sitting there not ordering anything, drinking Luckin coffee, playing games and yelling on the phone,' reads one of the top-liked comments on Weibo. 'Every time I walk around, there's nowhere to sit.'

'There's nothing wrong with it. I'd feel awkward sitting there if I didn't make a purchase. I'd rather leave the seats for those who made purchases and need the seats,' another Weibo user commented.

Starbucks stores around the world have been wrestling with non-paying seat-hoggers and other undesirable behaviour from customers, the report noted.

Last month, a Starbucks store in Sichuan province sparked debate after video of its chained-up outdoor seats and tables circulated on social media. It appeared to be an attempt to block people from sitting there without paying.

In South Korea, Starbucks has told customers to stop bringing 'bulky items' into their stores, after some patrons reportedly hogged seats with printers and desktop computers in tow.

In North America, Starbucks reversed its open-door policy, which for years allowed people to use its seats and toilets without buying anything, saying that it wanted to 'prioritise' paying customers.

Since opening its first store in China in 1999, the country has become Starbucks' second-largest market. But it has faced stiff competition in recent years from Luckin and other local brands that offer cheaper products.

Luckin also offers a robust app-based ordering system that prioritises grab-and-go transactions, challenging Starbucks' model of a full cafe experience where people can sit down and enjoy their food and drinks. In 2023, Luckin overtook Starbucks as China's largest coffee chain.

Starbucks said last year it would sell a 60% stake of its business in China as part of a $4bn (£3.04bn) deal with investment firm Boyu Capital.

In another statement on Wednesday, Starbucks China said it was planning to increase staffing and improve digital systems at its stores, among other investments to 'ensure customers receive timely and warm service even during peak hours'. How far the new seat policy changes crowding and behaviour in its cafes will now be watched closely.