Starbucks Corp. is forecasting slower sales growth than Wall Street expected this quarter, and it plans to close about 150 US cafes next fiscal year to boost performance.
The world's largest coffee chain is facing competition, both from upscale coffee houses and lower-priced fast-food chains like McDonald's Corp. and Dunkin' Donuts.
It has missed analysts' estimates for same-store sales in the US-dominated Americas region in five of the last six quarters.
Lower Growth
The company anticipates lower net new-store growth in the United States for fiscal 2019, and it said that it would address rapidly changing consumer preferences by introducing new cold drinks, like a mango dragon-fruit beverage, and focusing on growing health and wellness trends.
Starbucks' executive chairman and co-founder, Howard Schultz, said earlier this month that he is stepping away from the company on 26 June, ending an era. In April, Schultz worked closely alongside chief executive Kevin Johnson to help limit damage to the company's image after a racial-profiling incident involving the arrest of two black men in a Philadelphia store.
"It seems fairly clear that the low-hanging fruit on causing everybody to get addicted to their [Starbucks'] fantastic products is kind of in the rear-view mirror," said Tony Scherrer, director of research at Smead Capital Management. "At least in the Starbucks-heavy markets, the people that are going to drink coffee are already drinking it."
Starbucks said that it expects global comparable store sales to rise by 1% in the third quarter, below the 3% increase estimated by analysts, according to Thomson Reuters I/B/E/S.
"While certain demand headwinds are transitory, and some of our cost increases are appropriate investments for the future, our recent performance does not reflect the potential of our exceptional brand and is not acceptable," Johnson said in a statement.
Historically, the Seattle-based company closes roughly 50 stores a year.
New Markets
Starbucks said that it would look to open more stores in under-penetrated markets and explore strategic options to license company-operated stores. China is the company's biggest growth driver, with same-store sales rising 4% in the last reported quarter.
The company also said that it would look to cut general and administrative expenses, with plans to partner with an external consultant to speed up the process.
In early May, Swiss-based Nestlé said that it would pay Starbucks $7.15 billion for exclusive rights to sell Starbucks coffees and teas. That alliance frees Starbucks to focus on improving its mainstay US cafe business, where traffic growth has stalled.
News by Reuters, edited by ESM. Click subscribe to sign up to ESM: European Supermarket Magazine.
