The fall menu launch on August 26 produced the company's strongest Tuesday sales day ever and culminated in a record-breaking sales week, though the company declined to disclose specific figures. Stores registered high customer energy and positive feedback, with partners and customers reporting visible differences and heightened passion in service interactions. Leadership prioritized restoring in-store seating and personalized touches while shifting away from a heavy mobile-ordering focus to reestablish the coffee shop as a social 'third space.' New menu innovations aimed at younger customers include a protein cold foam and a TikTok-inspired secret menu. These changes aim to support a broader turnaround effort.
In a message sent to employees on September 1, Niccol shared that the coffeehouse's fall menu launch on August 26 led to its strongest Tuesday sales day ever-momentum that continued through the following days and ultimately notched a record-breaking sales week for the company. In response to Fast Company 's request, Starbucks declined to share more specific numbers for the week's sales.
Since exiting his post as the head of Chipotle last August to helm a beleaguered Starbucks, Niccol has been on a mission to turn the coffee chain around. So far, Starbucks's sales numbers have not entirely demonstrated that the chain is rebounding-but the fall launch might just be the data point Niccol needs to signal that an upward trajectory is finally incoming.
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