Starbucks is struggling to keep customers in its cafes, even after spending heavily to make stores more inviting. New data from Placer.ai shows the share of visits lasting more than 10 minutes has dropped from over 40% in 2023 to roughly one-third today, according to Bloomberg.
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CEO Brian Niccol made longer in-store visits a core piece of his turnaround plan when he took over in September 2024, promising better service, faster drinks and a return to the “warm, cozy, comfortable environment” Starbucks once championed.
Yet foot traffic has fallen for four straight quarters, while profits have slid by double digits over the last four and same-store sales have declined for six. Shares are down 6.4% this year.
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