If you've noticed more activity at your local Starbucks, you are not alone.
On the Saturday and Sunday following its return, traffic was down only 7.7% and 6.2% respectively, compared with the year before, Chernofsky said.
The super-early PSL launch has been part of a wider strategy to shift to fall sooner, “and say goodbye to summer months less oriented to a coffee chain,” Chernofsky wrote. “We need our coffee as we head into work, and the Starbucks nearby is a welcome kick-off to the day, but without the actual process of heading into work, that visit can fall by the wayside,” he wrote.
Chernofsky said, “If the brand can combine that return with its consistent ability to control the calendar just as we begin their key season, the short term future for Starbucks could be bright, even under the crazy circumstances of 2020.”
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