The role of an Assistant Store Manager at Costa Coffee is a dynamic and rewarding career path for individuals passionate about people, coffee, and leadership. As the right hand to the Store Manager, this position plays a crucial part in driving daily store operations, managing teams, ensuring exceptional customer service, and supporting business growth. Assistant Store Managers also mentor baristas, ensure compliance with health and safety standards, and contribute directly to sales and cost control.
According to job listings across the UK, the average salary for a Costa Coffee Assistant Store Manager ranges from £24,000 to £27,000 per year, depending on location and experience. On top of the base pay, Costa offers performance-related bonuses, free coffee perks, and progression opportunities into store or area management.
If you’re preparing for an interview for this role, here are 20 essential questions and detailed answers that will give you a competitive edge.
1. Tell us about yourself.
This is your chance to make a strong first impression.
Answer:
“I have over four years of experience in the retail and hospitality sector, with two years in a supervisory role. I’m passionate about creating exceptional customer experiences and developing high-performing teams. I admire Costa’s values and customer focus and am excited to bring my energy and leadership skills to support your store’s success.”
2. Why do you want to work for Costa Coffee?
Show your knowledge of the brand and cultural alignment.
Answer:
“I admire Costa Coffee’s commitment to sustainability, employee development, and community engagement. As someone who thrives in fast-paced environments and values customer satisfaction, I feel Costa’s culture aligns perfectly with my own professional goals.”
3. What are the key responsibilities of an Assistant Store Manager at Costa?
Demonstrate your understanding of the job.
Answer:
“The Assistant Store Manager supports the Store Manager in day-to-day operations, staff management, training, scheduling, inventory control, and ensuring health and safety compliance. They also motivate teams to deliver excellent customer service and meet sales targets.”
4. How do you handle staff conflict?
Focus on resolution and leadership.
Answer:
“I approach staff conflict by listening to both sides calmly, ensuring each team member feels heard. I then guide a solution-focused discussion and clarify expectations to prevent future issues. My goal is always to rebuild trust and improve teamwork.”
5. How do you motivate your team?
Link to Costa’s values of passion and warmth.
Answer:
“I motivate by recognizing achievements, offering regular feedback, and setting clear, realistic goals. I believe in leading by example and creating a positive environment where every team member feels valued and supported.”
6. Describe a time you worked under pressure.
Use a STAR method answer.
Answer:
“During the Christmas rush last year, our team was understaffed due to illness. I stepped in to support on the floor, restructured shift patterns, and communicated clearly with the team. We maintained service quality and met sales targets despite the challenge.”
7. How do you ensure excellent customer service?
Focus on consistency and personalization.
Answer:
“I train staff to greet every customer warmly, ensure orders are correct, and handle issues promptly. I also monitor customer feedback and implement improvements. Creating a welcoming atmosphere is always a top priority.”
8. What would you do if a team member was consistently late?
Emphasize accountability and fairness.
Answer:
“I would have a private, respectful conversation to understand the reason. I’d discuss the impact on the team, set clear expectations, and agree on an action plan. If the issue continued, I’d follow the appropriate disciplinary process.”
9. What are your strengths as a leader?
Be honest and self-aware.
Answer:
“My strengths include communication, problem-solving, and adaptability. I’m also empathetic and fair, which helps me build trust within my team.”
10. What are your weaknesses?
Turn a weakness into a growth opportunity.
Answer:
“I used to be a perfectionist, which sometimes slowed me down. I’ve learned to delegate more effectively and trust my team, which has improved both my efficiency and theirs.”
11. How do you handle negative feedback from customers?
Demonstrate calm and professionalism.
Answer:
“I listen carefully, thank the customer for their feedback, and apologize sincerely. I aim to resolve the issue promptly and follow up to ensure satisfaction, while also learning from the experience.”
12. How would you deal with an underperforming employee?
Talk about coaching and support.
Answer:
“I would meet with the employee to identify the cause, provide constructive feedback, and create a development plan with measurable goals. I’d support them through training and regular check-ins.”
13. What’s your approach to training new team members?
Mention onboarding and continuous learning.
Answer:
“I provide a structured onboarding process, pairing new hires with experienced team members, and follow up with regular feedback and development sessions. I aim to make training engaging and confidence-building.”
14. How do you ensure health and safety in the store?
Know Costa’s safety policies.
Answer:
“I conduct regular checks, ensure team training is up to date, and encourage staff to report hazards. Cleanliness, equipment checks, and safe food handling are all priorities I monitor closely.”
15. What KPIs would you monitor in this role?
Use metrics Costa values.
Answer:
“I’d track sales growth, customer satisfaction, labour costs, waste levels, and staff performance metrics like punctuality and productivity. These help identify areas for improvement and celebrate successes.”
16. How do you handle a situation where sales are declining?
Show initiative and analysis.
Answer:
“I’d review sales data, customer feedback, and team performance. I’d brainstorm promotions or local marketing, retrain staff if needed, and look for operational inefficiencies contributing to the dip.”
17. Describe a time you led a successful team.
Use a STAR example again.
Answer:
“At my last job, I led a team through a rebranding project. I coordinated training, motivated the team through clear communication, and we exceeded our monthly sales target by 15% during launch week.”
18. How do you manage scheduling and rota planning?
Efficiency and fairness matter.
Answer:
“I use scheduling tools to balance shifts, respect team availability, and ensure peak times are fully covered. I plan in advance but remain flexible to accommodate changes when needed.”
19. What would you do if a customer accused a staff member of being rude?
Protect fairness and service.
Answer:
“I’d listen to the customer, thank them, and assure them I’d look into it. I’d then speak with the staff member privately, gather context, and address any service training gaps while keeping the situation confidential and fair.”
20. Why should we hire you?
Confidently summarize your fit.
Answer:
“I bring proven leadership, strong customer service skills, and a genuine passion for Costa’s mission. I’m ready to drive results and build a positive store culture that benefits both staff and customers.”
Final Interview Coaching Tips for Costa Coffee Candidates
Preparing for an Assistant Store Manager interview at Costa Coffee means blending operational knowledge with authentic leadership and customer service passion. Practice answering with the STAR method (Situation, Task, Action, Result) for experience-based questions. Learn about the company’s values, like warmth, courage, and trust, and let those shine in your answers.
Dress smart, arrive early, bring examples of leadership success, and be enthusiastic about working for the UK’s most loved coffee brand.
Remember: Interviews aren’t just about proving you can do the job—they’re about showing you’re a cultural fit. Be confident, smile, and let your passion for people and coffee come through naturally.
