It’s been a disappointing start to Pumpkin Spice Latte season for Starbucks. The Seattle coffee giant on Tuesday reported weaker-than-expected sales in
FILE - A Starbucks mermaid logo sign is displayed on a store, May 29, 2024, in Salem, N.H. The Seattle coffee giant on Tuesday reported weaker-than-expected sales in its fiscal fourth quarter, which ended Sept. 29. It also said it would suspend financial guidance for its 2025 fiscal year to give its new Chairman and CEO, Brian Niccol, time to assess the business.
The Pumpkin Spice Latte, which returned to U.S. stores on Aug. 22 and is usually a reliable booster of traffic, didn’t seem to help. Niccol said Starbucks needs to improve staffing, remove bottlenecks and simplify operations for its baristas, especially during the morning rush. Mobile ordering should be refined so it doesn’t overwhelm the café experience, he said. Niccol also said Starbucks needs to simplify its “overly complex menu.”
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