Insights - On Tuesday, Starbucks released preliminary quarterly results showing a 7% decline in same-store sales, marking the third consecutive quarterly drop and the largest decline since the onset of the COVID-19 pandemic.
Despite the poor quarterly performance, the company raised its dividend from $0.57 to $0.61 per share.
CFO Rachel Ruggeri stated that the company aims to boost confidence in its business and provide some certainty as it works to turn things around. She added that the company is developing a plan to reverse its fortunes, but crafting the strategy will take time.
New CEO Niccol’s Plans
CEO Brian Niccol emphasized the need for a fundamental change in strategy to restore growth.
To curb Starbucks’ sales slump, Niccol plans to first address the company’s struggling U.S. business. In an open letter released during his first week, he outlined four key areas for improvement: the barista experience, morning service, the cafes, and the company’s branding.
The new CEO also pledged to simplify Starbucks' "overly complex menu" in an effort to win back customers and boost declining sales. Additionally, he announced plans to review pricing strategies.
Randeep Somel, fund manager at financial services firm L&G, noted that a simpler and cheaper menu could help speed up service. "At peak times, the queues are just too long, so simplifying the menu might improve customer throughput," he said.
At the same time, the company is "fundamentally changing" its marketing approach to refocus on all customers, not just loyalty program members.
Declining Sales in the U.S. and China
The company attributed weak sales to soft demand in North America. In its home market, same-store sales fell by 6%.
In the most recent quarter, Starbucks stated that its efforts in North America to attract consumers and boost spending through expanded product offerings and frequent promotions via its mobile app "did not improve customer behavior."
In China, its second-largest market, same-store sales plunged by 14%. Intense domestic competition was cited as a major factor behind the decline. Additionally, rising living costs have squeezed budgets, leading Chinese consumers to cut back on spending at Starbucks.
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