Starbucks is banking on its fall product lineup, especially the pumpkin spice latte, to attract customers back to stores amid recent sales declines and leadership change.
The introduction of seasonal beverages, including new iced apple nondairy cream chai and several apple drinks exclusive to the app, aligns with consumer preferences particularly among Gen Z and millennials.
With Brian Niccol, a seasoned leader from Chipotle, set to take over as CEO amid consumer inflation, Starbucks investors showed enthusiasm, boosting shares by 25%, signaling confidence in his leadership.
In response to changing consumer behaviors, Starbucks has noted a significant rise in drink customization, with a 28% increase from last year, indicating a shift in consumer engagement.
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