More than 40 Starbucks stores in Guangdong province now offer free study rooms, blending caffeine and productivity in a bid to attract summer crowds. The initiative targets student engagement, with young learners flocking to air-conditioned spaces equipped with free Wi-Fi, power outlets, and water dispensers. Students don’t need to buy drinks or snacks to use the rooms, removing financial barriers for budget-conscious groups. The move also emphasizes community benefits, positioning Starbucks as a welcoming hub for work and study amid rising demand for accessible public spaces.
Over 40 Guangdong Starbucks stores provide free study rooms with Wi-Fi, power outlets, and water—no purchase required for students and budget-conscious patrons.
Stores in Guangzhou and Shenzhen are testing the model, part of Starbucks’ effort to stand out in China’s crowded coffee market. Competitors like Luckin Coffee and local chains have pressured Starbucks to innovate beyond beverages. The initiative arrives as Starbucks China reported a 1.4% year-on-year sales decline in its 2024 fiscal year, contrasting sharply with domestic rival Luckin Coffee’s 41% revenue surge during the same period. The study rooms function as social and functional spaces, encouraging customers to stay longer while potentially enhancing coffee sales. Executives haven’t decided whether to expand the program nationally, preferring to initially assess its impact on customer loyalty and revenue.
Each location offers quiet, sunlit rooms with ergonomic seating for individuals or small groups. The model mirrors libraries but adds perks like free water and no time limits. Starbucks aims to serve varied needs—early-morning remote workers, midday students, and evening readers—transforming stores into flexible community venues.
Guangdong’s Greater Bay Area (GBA), home to universities and tech hubs, provides a strategic testing ground. Its young, mobile population aligns with Starbucks’ goal to attract students and professionals seeking convenience. Similar to the Starbucks Larkspur Landing location’s advice to avoid weekend mornings for study sessions, Guangdong users report crowded rooms during peak academic periods. Store designs in the GBA cater to local preferences, such as soundproof booths for focused study.
Early feedback suggests strong demand. Users report appreciating the no-pressure environment, where they can work without purchasing items. Some visit daily, turning Starbucks into a de facto study hall. The company monitors usage patterns to refine layouts and services.
While similar to libraries, Starbucks’ rooms offer a commercial twist—proximity to coffee and snacks without mandatory spending. The balance between public service and profit remains delicate. For now, Starbucks bets that goodwill from free spaces will translate into lasting customer connections, even if not every visitor buys a latte.
