Starbucks Shifts Away From Discounts, Toward Premium
On January 28, 2025, Starbucks (NASDAQ: SBUX) held its first-quarter fiscal year 2025 earnings conference call. The call marked an important checkpoint in new CEO Brian Niccol's "Back to Starbucks" turnaround strategy, focusing on restoring the company's core identity as a premium coffeehouse experience. While financial results showed ongoing challenges with comparable-store sales declining 4%, management expressed confidence that the strategic shift is beginning to yield positive signs.
Starbucks' new CEO is implementing fundamental changes to refocus the business on its core coffee identity and premium positioning. This shift away from discounting toward quality and experience shows early promising results in customer metrics -- including traffic growth from non-Starbucks Rewards members -- despite financial headwinds.
We're only one quarter into our turnaround, we're moving quickly to act on the "Back to Starbucks" efforts we outlined on our last call. And to date, we've seen a positive response. ... We saw a shift in our sales mix toward coffee and espresso-based beverages, which over-delivered and compensated for lower-than-expected performance across our holiday promotions.
Source Fool.com
Starbucks Corp. Stock
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