The Coffee Bean & Tea Leaf, once a leading coffee chain with over 1,100 locations worldwide, is planning a significant resurgence after years of contraction. The brand, which has been scaling back its presence in the United States due to changing consumer preferences and the impact of the Covid pandemic, currently operates 192 cafes across 12 states, mainly in California. To compete against major rivals like Starbucks, the company is shifting its strategy towards non-traditional locations, anticipating that about 80% of future outlets will be in places such as airports, hospitals, and university campuses. Additionally, the chain has revamped its loyalty program and introduced new products, including a premium espresso line and coffee capsules compatible with Nespresso machines. The recovery strategy comes amid rising competition in the coffee market, but the brand has reported a 10.7% increase in systemwide sales year-on-year for the first quarter of 2026, indicating a positive trend. The Coffee Bean & Tea Leaf is betting that this new approach will allow it to reclaim its position in the coffee industry.