Starbucks Is Struggling. Is a Comeback Possible? | Eater
"I used to be a near-daily customer, stopping on my commute for an iced caramel latte and a breakfast sandwich, but now I rarely go; sales are down and foot traffic fell about 10 percent last year, and new CEO Brian Niccol (who joined in September after leaving Chipotle) is trying to turn the company around. While conveniences like the app (launched in 2009) and collectible cups remain useful, Starbucks has largely failed to meaningfully innovate its drinks recently — the olive-oil latte was widely mocked and allegedly caused gastric distress before being discontinued in October — even though the chain did originate major items like the Frappuccino (1995), the pumpkin spice latte (2003), matcha (2006), and popularized cold foam (2014). Many viral items such as the “Medicine Ball” and the sweet “Pink Drink” were created by customers rather than the company, and that secret-menu creativity has made baristas’ jobs harder, leading to longer waits, incidents of verbal abuse, strikes, and widespread unionization as workers complain of excessive heat, unsanitary conditions, pay, benefits, and alleged anti-union firings (which Starbucks denies). Niccol says the company is “getting back to Starbucks” with plans to improve in-store hospitality, empower baristas, avoid price increases in 2025, stop charging for non-dairy milk, and simplify some tasks, but I now prefer independent shops or other chains for a consistently better latte and it’s unclear whether Starbucks can reclaim its former “third place” status." - Amy McCarthy
