Andrea Felsted, Columnist

Starbucks Needs a Jolt. It Got Some Cold Brew.

Brian Niccol’s focus on doing lots of little things better should be adding up to progress, but the US consumer is becoming more cautious.

April 30, 2025 at 11:18 AM UTC

By Andrea Felsted

Andrea Felsted is a Bloomberg Opinion columnist covering consumer goods and the retail industry. Previously, she was a reporter for the Financial Times.

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Brian Niccol’s efforts to turn around Starbucks Corp. are facing some cold brew: a US consumer less willing to spend $6 on a latte.

Niccol, appointed chief executive officer of the chain last August, on Tuesday announced a 1% decline in global sales from company-operated cafes open at least 13 months in the quarter ended March 30. US comparable sales fell 2%. Both were below analysts’ expectations. The shares fell as much as 7% in premarket trading.

Before it’s here, it’s on the Bloomberg Terminal

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