Starbucks' fourth-quarter revenues tumbled 3% to $9.1 billion, with global comparable store sales down 7%. The challenges led the coffee giant to suspend guidance for fiscal year 2025.
New CEO Brian Niccol's strategic plan, 'Back to Starbucks,' aims to resolve operational and labor issues. Analysts emphasize the need to restore the in-store experience.
Analyst Sharon Zackfia highlighted the importance of recapturing the brand's energy, stating, 'Starbucks just needs to figure out how to kind of recapture that love and affinity.'
Niccol stated during the earnings call that they must return to the brand's core identity: 'We have to get back to what has always set Starbucks apart: a welcoming coffee house where people gather.'
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