스타벅스의 고군분투: 커피 산업의 도전 과제

스타벅스는 매출 감소, 경쟁, 운영상의 문제로 인해 소비자 신뢰를 회복하고 실적을 개선해야 하는 과제에 직면해 있습니다.

### 커피 업계에서 왕좌를 되찾기 위해 고군분투하는 스타벅스
* ☕ 38,000개 이상의 매장과 약 360억 달러의 순매출을 달성한 글로벌 커피 대기업인 **스타벅스는 2024년에 중대한 도전**에 직면해 있습니다.
* 📉 이 회사의 주가는 **2021년 7월에 정점**을 찍었지만 이후 노조와의 긴장, 마진 약화, 경쟁 심화 등 다양한 이슈로 인해 하락세를 보이고 있습니다.
* 🏙 스타벅스는 여전히 **미국 커피 시장의 최대 기업**이지만, **전통적인 경쟁자와 신규 진입자 모두의 압박**에 직면해 있습니다.
* 🌏 중국에서의 판매는 특히 어려웠는데, **럭킨 커피는 2023년에 스타벅스를 제치고 중국 최대 체인점이 될 것**으로 예상됩니다.
* 💰 스타벅스는 매장 운영 개선, 대기 시간 단축, **가치 프로모션 도입**에 집중하여 이러한 과제를 해결하기 위해 노력하고 있습니다.
* 👥 또한, 하워드 슐츠 전 CEO가 노동 문제를 처리하는 과정에서 비판을 받으면서 **노동조합인 Workers United와의 관계도 논란의 대상**이 되어 왔습니다.
* 📊 이러한 어려움에도 불구하고 **스타벅스는 여전히 미국 커피 및 스낵점 시장의 26.5%**를 점유하며 업계에서 독보적인 위치를 차지하고 있습니다.
* 🔮 이 회사의 미래 성공은 **변화하는 소비자 선호도에 적응**하고 **매장 운영을 개선**하며 **커피 업계의 경쟁 환경을 헤쳐나가는 능력**에 달려 있습니다.

With over 38,000 stores worldwide and nearly $36 billion in net revenue, it's one of the most recognizable brands in the world. Starbucks love the long-term chart here. We think they have more control over their own destiny right now than a lot of other consumer names. It's Willy Wonka in the cold brew factory. But in recent months, Starbucks isn't looking like the company that many Americans once fell in love with. Jim, when we look at the biggest loser today, it's going to be Starbucks. It's among the worst performers in the S&P 500. It's down double digits. There's no question that the occasional customer is cutting back on visits to us. We have not been able to communicate to them the value that we provide. They were banking on a consumer that looked a lot like the 2022 aspirational consumer. Uh, not a value-seeking consumer.

But Starbucks is trying to turn things around. The company is focusing on making that experience
better for you, making the wait times shorter, ensuring that you get your beverage in a timely fashion, and
that you have a good experience and a good connection with the baristas. With consumers spending their dollars more carefully
than ever before, will improved workflows and a push towards value be enough for Starbucks to get back on
track? I'm walking into the CNBC offices in midtown
Manhattan, which is one of the busiest parts of New York City. I'm about to place an order in the
Starbucks app, and we're going to see how long it takes to prep a drink. Starbucks stock price peaked in July of 2021 at over
$125 per share, after having tanked with the rest of the market during the
pandemic. The start of 2022 led to a sharp decline in its share
price, as the company battled tension with its union.

faced ongoing Covid lockdowns in China and overall,
just weaker margins. But the stock rallied as the company revealed plans to
reinvent its store operations and promised investors ambitious growth. This chart looks at the company's quarterly earnings
over the past few years. Between 2021 and 2023, the company only missed Wall
Street expectations twice. 2024, however, has broken that streak as the company
reported two quarters of consecutive earnings misses quarter three. Earnings per share did meet Wall Street
expectations, but missed revenue expectations by $130 million. At the end of July, the share price was still down
more than 15% since the start of the year. I think what we are seeing is pressures on the wallet
for some of our most occasional customers. It had another issue, though, that was interesting high
rates of incomplete orders in the mid-teens on its mobile app, and mobile order and pay has become
increasingly important for Starbucks.

So people would hypothetically kind of put in an
order, see the wait time, or perhaps see the price, and then not complete the order. It was ready in just three minutes. I've been at this exact same location before, around
the same time, and it has taken upwards of 15 to 20 minutes, so there's clearly a focus on lowering wait
times and increasing efficiency. That's because longer wait times have been a problem. Survey data shows that about 25% of Starbucks visitors
say their wait time has gotten longer, up from about 16% just two years ago in May. Former Starbucks CEO Howard Schultz took to LinkedIn
to express his feelings about the company's second quarter earnings miss. He stressed the importance of coffee-forward
innovation, as well as a reinforcement of being experiential, not transactional. Coffee and cold brew is definitely growing. Hot drip is not. The energy drinks are also very competitive, so I
think they need to be in that game.

But it's tough because then to some extent, Starbucks loses a little bit of its, uh, cachet as being this coffee-first kind of place. There has been a drifting away of people from Starbucks to other cafes to independent coffee shops, and that's a problem because those people aren't necessarily spending less on coffee or beverages. They're just spending less at Starbucks. Competition in the coffee industry is intense. More than half of the market is composed of small business shops, and it's only set to get worse in the coming year. On top of it, Starbucks is contending with a new set of competitors as consumers are increasingly price conscious. When you're trying to go from being a third place where people wanted to kind of hang out to being a convenience place, well, then suddenly you're you're competing with McDonald's and convenience stores, and the uniqueness of your proposition is watered down. Starbucks is considered a quick service restaurant.

Research firm Technomic pulled pricing data from a U.S.
Starbucks location over the past few years to track the increases it has seen. Take a look at the cost of a latte at Starbucks in
2020 versus 2024. It's up about 25%. Now take a look at the cost of a latte from
McDonald's. It's up over 40% during the same time period. While that increase is a lot higher, it's still
cheaper than Starbucks. So more attractive to a price-conscious consumer that
matters because Starbucks now has to increasingly compete as a value player. Summer 2024. So the start of the fast-food value wars with players
like McDonald's, Burger King, Wendy's, and Taco Bell bundling food and drink deals to incentivize
customers. Starbucks got in on the game, too, with the
introduction of a discounted pairings menu. It's a breakthrough for Starbucks because Starbucks has
been such a premier pricer.

Uh, and the, uh, the different kinds of promotion.
Innovation is something which is very new to Starbucks. They never had to innovate on that level. But some analysts warn that it may not address the
company's underlying problem head on, citing that when people are concerned about price, they're typically
talking about wanting a cheaper base price, not necessarily additional free items. I think it's a very tangled solution to what actually
is a much simpler problem. They've sort of really gone round the houses
with it, and I think it suggests that management is not really focused and doesn't really understand the
core of the issues, which is why it's sort of addressing them in a very oblique way. But the coffee giant is not just hurting in the US,
competition overseas has also taken a toll on sales. Starbucks saw its same store sales decline at an even
stronger rate in China than North America. It was previously the largest coffeehouse chain in
China, but that changed in 2023, when another coffee

chain called Luckin took the country's top spot. It nearly doubled its store count in just a year,
leaving the total number of Starbucks company-operated locations trailing by nearly 3,700 stores. Starbucks is still focusing on opening stores around
the globe in markets, including India, which is a newer expansion plan for them, and China, which is
their second home market and has long been a key market for the company. There's been some criticism of that
approach, given the challenges that Starbucks is seeing in the US, which is its home market, or if it should
continue to expand while business is struggling, but it is pushing ahead with those plans because it's seeing
demand in those areas. It wants to continue to grow and also improve its
business in the US at the same time. Look at the fundamentals of the US business. We are
holding share in the US. We are still the largest player in out-of-home coffee. If you look at some of the metrics that we have into.

Tim Hortons said you were not holding shares, sir. I regard them as being seminal companies that are just
as good when it comes to McDonald's says you are losing share. They need to get that US business back on a steady
footing. They need to get it back into growth, and that really
will push the business back into positive territory in the minds of investors. Workers on strike. Starbucks and Workers United, a union that represents
some of its workers, have long-standing tension, especially under Howard Schultz, who ended his third
stint as CEO in March of 2023. It has long been known as a company that offers some of
the most progressive benefits, particularly in the restaurant space. And when Howard Schultz came back,
they did revamp some of the things that are offered to partners. But the catch there is that they were not
necessarily automatically extended to stores that had opted to unionize because Starbucks would say it can't
unilaterally offer new

benefits to unionized stores without sitting down and
bargaining face to face, because that's how labor law works. Starbucks doesn't really like unions. A lot of coffee shops have wanted to unionize. It's led to great friction between management and
those workers. There have been some firings, and obviously the unions
are very much against that, and it alienates other workers, even those who are not looking to unionize. Former PepsiCo executive Laxman Narasimhan took the
helm as Schultz successor in 2023. He has worked to help remedy the strained
relationship. The Israel-hamas war is another issue Starbucks has
been dealing with. The company has not taken any official stance, but a
narrative took off on social media that led to widespread boycotts that hurt sales in the region and
beyond. I think that the current social issue that is
plaguing Starbucks right now in the Middle East from a, you know, a perception
standpoint will dissipate.

I think, you know, as we look into 25, it'll be less
of a headwind. I think these kind of boycotts, they tend to be from a
small but pretty vocal minority. It's a shame that Starbucks loses that
custom, sure, but it doesn't make an enormous dipped in the revenue for Starbucks. When analyzing the problems that Starbucks is facing,
the size and scope of the business must be put into context. The company generated about $36 billion of
net revenue last year, and controls 26.5% of the US coffee and snack shop market. For reference, the second largest player was Krispy
Kreme, with less than a 3% share. It's not a business that's in dire straits. It's not a business that suddenly is irrelevant to
consumers. It's just finding growth a lot more difficult to come
by. So they just need to re-engineer, tweak the
proposition, really get back on the front foot and they

should be able to punch out some better numbers. Starbucks quarter three earnings were better than some
investors expected, but sales from existing stores still declined 3% globally. With all of the initiatives that the company put out
during this quarter, particularly in the US. When it comes to energy drinks, boba, um, all the
deals that were coming through the app, it's it's disheartening to not see traffic improve that much. The company is streamlining its in-store operations
with the introduction of the siren craft system. They're doing a few different things. One of them is adding a play caller role to the
production line, so that's someone who can kind of jump out and help in certain areas when the store gets busy
unexpectedly. The baristas also have access to the digital
production manager, and that's essentially an iPad system. But they're able to better control orders as
they come in and perhaps reorder them if

necessary. And then one more thing that they're doing
is resequencing how beverages are made, seeing. The new siren system that they're in the process of
implementing, it makes total sense. It's not rocket science. It's linear batch flow. The digital apps aren't cutting it. You need more obvious value across the system. It was also reported that activist firm Elliott
Investment Management has been working with the company in recent weeks to help boost its stock price. Thank you. With the company's acknowledgment of an
increasingly choosy customer, the implementation of systems being put in place to
reduce wait times and improve the customer experience, along with easing tensions with the Workers United
Union. Only time will tell if the company can regain its
footing after the rocky first half of 2024. It all adds up to a picture of a company that has lost
its way. The thing is, of course, you can lose your way fairly
easily, but you can get back on track again.

It's very rare. People remain lost forever.

Why Starbucks Is Struggling

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실적 하락으로 어려움을 겪는 스타벅스

수십억 달러의 매출을 올리는 글로벌 대기업인 스타벅스는 현재 주식 실적과 고객 방문이 크게 감소하고 있습니다.

스타벅스의 주가는 노조와의 긴장, 코로나19 봉쇄, 마진 약화 등 다양한 문제로 인해 롤러코스터를 타며 하락세를 보이고 있습니다.

스타벅스는 그동안 월가의 기대치를 충족하는 실적을 발표해왔지만, 최근 연속적인 실적 부진이 이어지면서 주가가 15% 이상 하락했습니다.

현재 스타벅스는 하락세를 반전시키기 위해 고객 경험과 가치를 개선하기 위해 노력하고 있습니다.

스타벅스는 방문객의 25%가 대기 시간이 길어지는 문제를 해결하기 위해 대기 시간을 줄이고 효율성을 높이는 데 주력하고 있습니다.

스타벅스는 소규모 커피숍과 가격에 민감한 패스트푸드 체인점과의 경쟁에 직면해 있으며, 이로 인해 고객이 다른 카페로 이동하고 있습니다.

경쟁이 치열해짐에 따라 스타벅스는 할인 페어링 메뉴로 패스트푸드 가치 전쟁에 참여하며 가치 플레이어로 전환하고 있습니다.

스타벅스의 복잡한 비즈니스 과제

스타벅스의 혁신과 확장에 대한 접근 방식이 단순한 문제에 대한 복잡한 해결책으로 여겨지면서 경영진의 집중력에 대한 우려가 제기되고 있습니다.

스타벅스는 미국과 중국 모두에서 매출 감소에 직면해 있으며, 글로벌 확장 계획에 대한 비판에도 직면해 있습니다.

노동조합과의 긴장과 노조가 있는 매장에 점진적 혜택을 확대해야 하는 과제는 회사의 복잡한 문제를 가중시키고 있습니다.

스타벅스의 도전과 이니셔티브

스타벅스는 긴장을 유발하고 해고로 이어진 노조 조직화 노력에 직면해 있으며, 이로 인해 직원들과의 관계가 긴장되고 있습니다.

또한 이스라엘-하마스 분쟁으로 인한 보이콧의 영향을 받았지만 매출에는 큰 영향을 미치지 않고 있습니다.

매출 감소에도 불구하고 스타벅스는 매장 운영과 고객 경험을 개선하기 위해 사이렌 크래프트 시스템과 디지털 프로덕션 매니저와 같은 새로운 이니셔티브를 시행하고 있습니다.

비즈니스 활성화를 위한 회사의 노력

이 회사는 효율성을 개선하기 위해 음료 생산을 재개하고 새로운 사이렌 시스템을 도입하고 있습니다.

행동주의 기업인 엘리엇 인베스트먼트 매니지먼트는 회사의 주가를 끌어올리기 위해 노력하고 있습니다.

또한 대기 시간을 줄이고, 고객 경험을 개선하며, 노동조합과의 긴장을 해소하는 데 주력하고 있습니다.