Fortune | FORTUNE 前天 21:46
Do you want some high-protein cold foam in your coffee? Starbucks backs new products to battle sagging same-store sales
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星巴克第三财季营收小幅增长4%,但同店销售额下滑2%,为连续第六个季度下滑,显示出美国本土市场需求疲软。尽管如此,中国市场销售额有所回升,公司正在积极寻求合作伙伴以拓展中国市场。为应对挑战,星巴克正通过“Green Apron Service”计划提升服务标准和员工培训,并通过优化点餐流程和缩短等待时间来改善门店运营。公司还计划简化菜单,并引入更多新品类,同时调整部分纯外卖门店模式,并开发新型门店以降低成本并鼓励顾客停留。尽管面临利润下滑,星巴克股价在财报发布后仍有上涨,显示市场对其转型策略的关注。

📊 **美国本土市场遇冷,同店销售持续下滑:** 星巴克第三财季美国同店销售额下降2%,交易量更是下滑4%,这已是连续第六个季度出现此情况,表明美国消费者需求疲软是公司业绩的主要拖累因素。

🇨🇳 **中国市场显露复苏迹象,拓展计划进行中:** 相较于美国市场,星巴克在中国的同店销售额有所增长。公司正积极寻求合作伙伴,计划在中小城市拓展业务,并表示将保留在中国市场的“有意义的股权”,显示出对中国市场的长期承诺和信心。

🚀 **门店运营革新,提升顾客体验:** 星巴克正大力推行“Green Apron Service”计划,旨在提高服务标准和优化人员配置,以更好地应对高峰时段。同时,新软件的应用缩短了点餐等待时间,80%的店内订单能在四分钟内完成,显著提升了运营效率和顾客满意度。

💡 **菜单优化与新品研发,聚焦效率与创新:** 公司认识到在推出新品前需优化现有门店运营和精简菜单。未来将引入更多新品类,如蛋白质饮品、烘焙点心、新烘焙咖啡、椰子水饮品、定制化能量饮料以及无麸质和高蛋白食品,并强调新品研发将更注重快速和一致的制作流程。

🔄 **调整门店策略,探索新模式:** 为鼓励顾客在店内停留,星巴克正关闭或改造部分纯外卖门店,并测试新型门店设计,该设计成本更低,且包含座位区和得来速窗口,旨在平衡成本效益与顾客体验。

In the meantime, slow U.S. demand continues to be a drag on the company’s results.

Starbucks reported that its revenue rose 4% to $9.5 billion in its fiscal third quarter. That was better than the $9.3 billion Wall Street expected, according to analysts polled by FactSet.

But same-store sales, or sales at locations open at least a year, fell 2% in the April-June period. That was a bigger decline than Wall Street expected, and it was the sixth straight quarter that the Seattle-based company reported lower same-store sales.

Same-store sales were up in China, Starbucks’ second-largest market. Starbucks has been looking for a partner that can help it expand in China, particularly in smaller cities. Chairman and CEO Brian Niccol said Starbucks was evaluating around 20 offers.

“We remain committed to our China business and want to retain a meaningful stake,” Niccol told investors during a conference call on Tuesday. “The intense interest in partnering with us is a testament to the great team, strong brand and long-term opportunity for Starbucks in China. It really is a vote of confidence.”

But even as its sales picked up in China, Starbucks’ same-store sales in the U.S. fell 2% in in the April-June period. U.S. customers spent more per order, but transactions fell 4%, the company reported.

Niccol expressed optimism about a new program setting hospitality standards and staffing levels to better handle peak hours. The “Green Apron Service” model showed so much promise in an eight-week test at 1,500 stores that Starbucks plans to roll it out across the U.S. starting in mid-August, the company said.

New software is also helping stores sequence orders, cutting down on wait times. Niccol said 80% of in-store orders are now made in four minutes or less, a target he set last fall.

“I think we’ll become famous for Green Apron Service and be the defining customer service company that I think Starbucks should be,” Niccol said.

Niccol said improving store operations and paring back Starbucks’ menu was necessary before layering in new products. In addition to protein drinks, Starbucks plans to introduce new baked goods and a new dark roast coffee next year. It will also test beverages made with coconut water, customizable energy drinks, and gluten-free and high-protein foods.

Niccol said Starbucks has been working closely with employees to develop new food and drink items that can be prepared quickly and consistently. In the past, he said, the company would often develop new menu items at its headquarters and then hope baristas figured out how to make them.

“Those days are over,” Niccol said.

Niccol said Starbucks is also trying to encourage customers to linger in its stores. It’s closing or modifying some of its approximately 90 mobile order-only storefronts and it is developing a store prototype with 32 seats and a drive-thru window that costs 30% less than the company’s current store design.

Starbucks is spending heavily to turn itself around. One big expense in the third quarter was a two-day meeting in Las Vegas where the company hosted 14,000 store managers and regional leaders.

The company said its net income fell 47% to $558 million in the April-June period. Adjusted for one-time items, its earnings fell 46% to 50 cents per share for the quarter. That was lower than the 65 cents analysts had forecast.

Starbucks shares rose 3% in after-hours trading.

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星巴克 同店销售 中国市场 门店运营 新品研发
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