The Americans drink more coffee than ever in the past decade, but the Starbucks share - the largest coffee chain - is reduced. 66% of American consumers drink coffee every day in 2024-2025. This same year, according to data from Technomic, the Food and Drink Advisory Unit (F&B), market share at the stores of this coffee chain at 48%, fell from 52% in 2023.

"People still love Starbucks, but now they have more coffee choices", Chris Kayes, Head of Management at Business School (of George Washington University), said.

Get out! The Starbucks Cups on one store booth in New York City, New York State, USA, February 16, 2022. Image: Reuters))))))]]]]]))))=)]])))))))))))==))))))==)===========&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&

  • The Starbucks Cups on one store booth in New York City, New York State, USA, February 16, 2022. Image: Reuters*

In the United States, the series of coffee shops is growing as rapidly as 7 Brew, Scooter’s Coffee and Dutch Bros. The Blue Bottle Senior Coffee series has 78 stores, which has opened two more since the beginning of the year. Fast food chains such as McDonald’s, Taco Bell also varied drink in menus to compete.

Counting the 2019-2025 period, the number of chain coffee stores in the United States increased by 19%, to over 34,500 facilities. According to Starbucks's annual financial report, their 2025 store number was over 18.310, which only increased by 1,3% over 2019.

Neil Saunders, Director of GlobalData Retail Advisory, said the large scale of Starbucks was a disadvantage, due to the possibility of increasing sales with the new open operation of the limited store. "They are a very mature business. Their markets are quite peaceful," he said.

In the opposite direction, small coffee chains witnessed boom growth. Scooter’s Coffee (President at Nebraska) had 200 stores in 2019, currently rising to over 850. Similarly, 7 Brew based in Arkansas also increased from 14 to 600 stores.

Between the market of the "100 blooming flowers", Starbucks made some mistakes in the past. For example, they had previously removed 30,000 seats, plugging the electric socket in order to turn many coffee shops into purchase spots. Such changes have backfired, pushing customers to other local cafes or sequences, even bringing them to work themselves.

In the middle of last year, the reverse strategy company decided to renovate 1,000 stores, reinstall the sofa, table, and electric plug. The renovation was expected to last three years.

Get out! [ Pictures a post-renovation store in the US. Photo: Starbucks](data:image/gif;base64,R0lGODlAQABAAAAACH5BAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAACAACATATATATATAEAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA

  • Photographing a Post-Renovation Store in America. Image: Starbocks*

The other challenge to Starbucks is the slow menu innovation compared to the opponent, hard to hold on to the young consumer, who likes the novel. For example, Dutch Bros store chain based in Arizona added protein coffee drinks in the month 1/2024, nearly two years before Starbucks.

Dutch Bros was run by Christine Barone, former Starbucks senior leader. They now have over 1,000 stores in the United States, projecting to double in 2029. They bet that customers desire speed and convenience. So, almost all Dutch Bros' store is a drive-thru model (the model that buys it off the bus), which has windows that serve passengers on foot.

Prices are also pressure to Starbucks, when Luckin - rivals from China - are always flooded with discounts and promotions. Xunyi Xie, a New York tourist said "the price of Starbucks is too high" and he chose to enjoy Luckin's Vivel with $1.99.

Starbucks does not raise prices in the 2025 financial year and pledges caution on future price adjustment. At the investment assembly on January 29, the company representative added that they were trying to improve the service, creating a more warm and friendly space, which was intended to attract customers to the store. They also add new products to the menu, update cake and other protein-rich snacks and fibres.

On the plan for expansion, the company plans to open up newer than 575 stores in the US for the next three years. Starbucks has also developed a smaller, cheaper store model but still has a seat in the house, lanes for automobiles in the "drive-thru" model, and service takes over mobile applications.

Mike Grams, Director of Starbucks, identified the best way to move forward not as drive-thru stores or kiosk bought. "The Soul of Starbucks" is a coffeehouse with comfortable seats, serving customer orders over the phone, driving and delivery to the house. Customers want convenience, and sometimes they want to stay.

However, Kayes, from the University of George Washington, questions whether this strategy is enough to keep Starbucks in the lead position? Or did customers who wanted to experience warm or senior spaces have moved to single cafes or high-end stores such as Blue Bottle? "At some point, I think they were the victims of their own success. Starbucks's glory as something special, unique and interesting no longer" Kayes said.

** Doo Bao** (in the AP, CNN)

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Get out! The Starbucks Cups on one store booth in New York City, New York State, USA, February 16, 2022. Image: Reuters))))))]]]]]))))=)]])))))))))))==))))))==)===========&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&

Get out! [ Pictures a post-renovation store in the US. Photo: Starbucks](data:image/gif;base64,R0lGODlAQABAAAAACH5BAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAACAACATATATATATAEAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAEAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAAA