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Starbucks Author and Consultant
As someone who worked with Starbucks leadership when Howard Schultz was at the helm and since I’ve authored two books about the company (The Starbucks Experience and Leading the Starbucks Way), I look to the brand for lessons in prosperous and challenging times. This appears to be a season of challenge for the company.
Lessons Amid the Challenges
Starbucks, one of the world’s largest and most profitable restaurant chains, recently reported its first negative financial performance since 2020. The coffee giant is experiencing customer traffic declines and a 4% drop in global same-store sales.
According to Starbucks CEO Laxman Narasimhan, the disappointing quarter was caused by budget-conscious consumers reducing spending, severe U.S. weather, and fierce competition from value chains in China. Additionally, the company faces economic volatility in the Middle East and a boycott related to a lawsuit with the Workers United union over a controversial social media post.
Despite these challenges, Starbucks leaders are positioning the company to bounce back by launching new menu items, adding in-app value offers, and investing in its supply chain. For this post, Starbucks’ current situation highlights essential lessons for business owners, leaders, and managers who invariably (are or) will navigate similar challenges. So, let’s look at seven actionable takeaways:
1. Stay Relevant and Innovate Constantly
- Years ago, Thom Breslin, then Director of Design at Starbucks UK & Ireland, shared that “failing to innovate and renovate” can lead to corporate death. Continuously seek relevance in the market by experimenting with bold concepts and new ideas. Observe your customers’ behaviors and preferences, then adapt and extrapolate new ideas that connect locally and globally. This approach helps maintain a fresh and relevant brand image.
2. Understand and Adapt to Market Dynamics
- Be aware of economic volatility in different regions and how it impacts your business. In Starbucks’ case, economic challenges in the Middle East and competition in China significantly affected its performance. Pay close attention to shifts in consumer spending behavior. As Starbucks’ recent financial performance shows, budget-conscious consumers can drastically impact sales.
3. Maximize Customer Engagement
- Instead of making customers seek you out, find ways to be present where they are. For example, Starbucks has historically innovated a train car café in Switzerland. Regularly update your offerings with exciting new items and value deals to entice customers back to you.
4. Leverage Technology for Better Customer Experience
- Utilize technology to provide in-app offers and personalized deals to customers. This enhances the customer experience and encourages repeat visits.
5. Invest in Supply Chain Management
- Ensure that your supply chain is robust and capable of meeting demand for popular products. This investment is crucial for maintaining service levels and customer satisfaction.
6. Cultural and Local Relevance
- Tailor your store design and product offerings to fit the local culture and preferences. This helps build a strong connection with the local community and ensures relevance in different markets.
7. Crisis Management and Communication
- When faced with public relations issues, such as the Workers United Union lawsuit, address them swiftly and transparently. Clear communication helps mitigate adverse impacts on your brand.
While Starbucks’ problems are at a scale most business owners won’t face, the actions taken by the company’s leadership have applicability to most, if not all, growing businesses.
So, I will raise a Venti nonfat latte for you as you navigate your unique but related challenges.