There’s a new hobby in town, and it may be turning Americans’ kitchens into the new coffee shop.
More Americans are purchasing the equipment needed to make their favorite coffee drinks at home, rather than spending the time and money to stop at a coffee shop. Now, Starbucks is closing more of its coffeehouses, saying they’ve been “underperforming.”
It begs the question: Are Americans who choose to make their lattes at home negatively impacting Starbucks’ business?
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Starbucks announces 250 closures
In a news release on Thursday, Starbucks announced it’s made a decision “in support of our Back to Starbucks strategy.”
Effective this week, the company is closing 250 coffeehouses across North America.
“Some coffeehouses continue to underperform despite the hard work and commitment of all of you,” Starbucks said in the release. It comes as the company looks to uplift some of its other coffeehouses, as Straight Arrow reported last year.
The company has been overhauling its U.S. operations to bring the classic coffeehouse feel — introducing ceramic mugs, upgraded seating and faster service.
Earlier this year, CEO Brian Niccol told CNBC, “This is really just the beginning,” referring to the company’s turnaround effort. He added that high-profile menu additions, including protein cold foam, have helped boost sales.
Now, the company is continuing that turnaround effort by closing underperforming locations. And despite Starbucks’ changes, Americans are still choosing to have their coffee at home.
Stats show Americans are having their coffee at home
According to the National Coffee Association’s 2026 National Coffee Data Trends report, 83% of past-day coffee drinkers had their coffee at home, the highest percentage since 2012.
The data also shows that those who drank coffee outside of home had it at their office or went through a drive-thru on their way to work.
So why are at-home coffee drinks becoming more common? Working from home may play a role. With fewer Americans leaving home for work, they have fewer opportunities to have coffee at the office or get it from the drive-thru on their way.
Add in the fact that new coffee equipment lets Americans make coffee of similar quality to coffee shops, and it makes sense that people are visiting coffee shops less. In fact, NCA data shows countertop espresso machine ownership has risen by 50%.
Plus, making coffee at home is becoming a hobby.
At-home baristas on social media
Social media influencers and everyday creators are fueling at-home coffee culture by sharing recipes on platforms like TikTok and Instagram. Like cocktail-making, coffee has become an art, with people using different ingredients and methods to brew their own masterpieces.
Simply log on to TikTok, search the word “coffee,” and you’ll find an abundance of creators sharing their own recipes. There are even entire accounts dedicated to coffee recipes, including “CoffeeWithCandace,” which has videos with millions of views.
So as more people choose to brew at home, what does it mean for the future of coffee houses? The long-term impact remains to be seen, but one thing is certain: Americans’ appetite for coffee isn’t fading — it’s just moving to the kitchen counter.
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