Starbucks Corp SBUX

Starbucks' Brand Investments Are Bolstering Its Clout and Winning Consumers Back

Starbucks had been struggling against intensifying competition, with its value proposition falling flat with consumers. As such, we see the firm’s strategic pivot as prudent, with an emphasis on customer experience, a warm atmosphere, an efficient service model, effective advertising, and product innovation. In our view, these moves are restoring brand clout, supporting its premium standing, and reviving comparable sales growth. This underpins our view that Starbucks will return to positive comp sales growth in fiscal 2026, following two years of low-single-digit declines in North America (74% of fiscal 2025 revenue).