Starbucks has, outside of a few new flavors and latte options, failed to successfully innovate its drink menu over the last decade or so, making it harder for the brand to attract customers. Their recent attempts at innovation have often missed the mark, evidenced by the olive-oil lattes that turned into a fiasco and were widely mocked before being discontinued, highlighting a disconnect between Starbucks’ brand and its consumer base.
According to a New York Times report, Starbucks is struggling, with declining sales and a 10 percent drop in foot traffic over the past year. New CEO Brian Niccol, who took over after leaving Chipotle, faces the daunting task of revitalizing the brand and addressing its stagnant innovation in product offerings. The reign of Starbucks as a cultural icon seems to be fading, despite efforts like the app that offers convenience.