“Starbucks is one of America’s true iconic brands. Right up there with McDonalds, there are few places you can go in the world and not find a Starbucks. In other words, it is a brand worth celebrating. More than that, it is a brand worthy of an entire day. Thus, September 29 is National Starbucks Day. From humble beginnings in the coffee-crazed city of Seattle, Starbucks has become the name behind coffee all over the world,” according to National Today.
Starbucks celebrated alongside National Coffee Day this day. Starbucks Coffee at Home partnered with the energetic duo SOFI TUKKER for a special Twitch live DJ event, “At Home With SOFI TUKKER.” The free livestream, which ran from from 10 AM to 12 PM PT (1 PM to 3 PM ET), aimed to unite fans through music and coffee from their homes, echoing SOFI TUKKER’s pandemic initiative to foster community.
This collaboration marks Starbucks as the first brand to join Twitch’s new DJ platform. The set will feature Starbucks coffee roasts, starting with the light Blonde Roast, moving to the rich Medium Roast, and concluding with the bold Dark Roast, enhancing the tasting experience.
Furthermore, in his first week as CEO, Brian Niccol unveiled a strategic plan to reverse Starbucks’ decline. He acknowledged the brand’s lost direction and emphasized reconnecting with its core identity focused on high-quality coffee and customer experience. In a public letter, he outlined four key priorities: empowering baristas, improving morning service consistency, enhancing in-store ambiance, and reinforcing the brand narrative. Niccol aimed to revitalize the store atmosphere and explore growth opportunities in international markets, particularly in China and the Asia Pacific. Analysts noted that, while his plan wasn’t revolutionary, its straightforward approach could help restore momentum and boost stock prices.
Challenges persisted due to understaffed stores, which led to rushed service and impacted both customer satisfaction and employee morale. CNBC’s Jim Cramer expressed optimism about Niccol’s leadership, citing his experience in the fast-food sector as a vital asset and advocating for a more selective approach to product offerings. Additionally, Starbucks faced competition from convenience store coffee and upscale cafes, making Niccol’s focus on enhancing the overall experience crucial. He committed to spending his first 100 days engaging with store teams and suppliers to uphold the company’s core values. The company also worked on new store designs to reduce noise and enhance accessibility, while experimenting with cashierless technology in select locations, reflecting a commitment to returning to Starbucks’ roots as a community coffeehouse.
