The Hustle: The Real Reason Starbucks is Closing Stores

The Hustle is a digital media channel of the Hubspot Media Network of inbound media brands, producing insightful video essays and documentaries about major moves in business, tech and entrepreneurship.

What looks like a pullback is a $1B reset: menu trimmed, workflows rebuilt, and cafés “uplifted” to revive the third place. Inside Brian Niccol’s plan, Starbucks is shrinking to grow, trading pure speed for spaces where people linger, connect, and — yes — spend. If drive‑thrus and mobile orders turned cafés into pickup points, this strategy aims to make them human again.

NODEHAUS handled the entire post-production for this piece — from ingesting, archival research, editing, motion-graphics animation, sound and color.

Original link: https://youtu.be/Nlconi9dBIk

• Credits

  Client: Hubspot - The Hustle

  Production Co: NODEHAUS

  Writer & Host: Tory Bullock

  Producer, Editing Manager: Taryn Varricchio

  Editor: Tran Hoang Calvin

  Graphics: Triston Centretto, Emily Mosier, Tran Hoang Calvin