"One of our challenges today is that we're not able to meet the capacity of demand that is coming through our stores," said Brady Brewer, chief marketing officer at Starbucks. And looking at recent visits compared to a January 2019 baseline shows August visits up by 2.6%, an impressive showing considering the economic climate.Īnd in an effort to maximize the ongoing surge of demand the brand is still seeing, the company is putting a heavy emphasis on driving efficiency. Yet, even within this difficult environment, the coffee chain has seen visits above or near pre-pandemic levels throughout the year. This was an especially impressive feat for a brand that does see heavy traffic in urban areas and on work commutes - two areas that were hit especially hard by the pandemic.Īs the new year began, the chain did see its visits drop as a combination of Omicron, and inflation kept people from venturing out. Starbucks was a pandemic winner, with elevated visits throughout much of the period. We dove into the foot traffic data for the coffee giant to understand what lies behind this decision and whether the opportunity is really there. The chain hopes to not only add 2,000 stores to its nearly 16,000-strong fleet by 2025 but to also new implement new strategies in a bid to maximize sales and customer reach by embracing technology.
Starbucks, the most prolific coffee chain in the country, recently unveiled a dramatic expansion plan.
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