Starbucks announced it will hold the first-ever North American Barista Championship in June 2024. According to the company, the championship celebrates the hardworking baristas who honor the craft, connection, and Starbucks community. One hourly partner from every Starbucks store in Canada (1,454) and the US (16,387) will compete in local and regional competitions to increase their knowledge and passion for coffee, before advancing to the final championship in Seattle, WA.
Over 15,000 participants will compete to demonstrate their commitment to producing quality beverages and knowledge of the story behind each ingredient. Chosen candidates must also embody a deep connection and care for the local community and their peers. “Our charter is to celebrate baristas who embody our commitment to craft and infuse joy in all they do,” said Executive Vice President of North America Sara Trilling.
Ann-Marie Kurtz, learning and development manager on the Global Coffee Education team, says they’re acknowledging baristas’ hard work “to follow quality standards, craft beverages, and make those connections with our customers and our communities. It is important to take the time to see, celebrate, honor, and share an appreciation for what they do. Incredibly important. This is a chance for us to celebrate baristas on a really big stage.”
District and regional elimination
After each store manager chooses the barista that best represents the highest standard of beverage production and deepest community connections, they will then;
- Participate in a district-wide competition in March and be judged on a coffee-tasting demonstration that showcases a core Starbucks coffee using a standard brewing method.
- Winners will advance to the area competition in April, where they will be asked to produce classic Starbucks beverages and present signature drinks using in-store ingredients.
- The next round will be held in May and focuses on combining the art of storytelling and beverage production.
- The following month, 23 winners will be selected to compete in the final North American Barista Championship. The final round will test their knowledge, skills, and signature beverage. The winner will be crowned the North American Barista Champion and given a trip to Hacienda Alsacia, the Starbucks research and development farm in Costa Rica.
More than just a competition
Starbucks is committed to empowering and educating its baristas. The 23 finalists will spend the week of the championship touring the Starbucks Innovation Center, the Tryer Lab, the Heritage Market stores, and the Starbucks Support Center. They will also attend professional development opportunities and be paid for time spent participating and traveling to all levels of the competition.
The entire process is about more than just crowning a winner, said Kurtz, “Whoever is standing on the stage at the end of this championship, we want every Starbucks barista to be able to feel a sense of connection to this person and to be proud that person is their partner.” Kurtz said the competition is an investment in fostering future generations of passionate baristas.