Starbucks, the coffee giant that once dominated the U.S. market, is now facing a significant decline in its customer base due to rising prices, long wait times, and controversial political stances. According to a report by The Wall Street Journal on Friday, these factors contributed to a 6% drop in U.S. orders in the quarter ending June 30, 2024. The onslaught of customer dissatisfaction has left Starbucks struggling to maintain its position as a leader in the coffee industry.
Rising Prices Drive Customers Away
One of the most significant factors leading to Starbucks’ decline is the increasing cost of its products. For many loyal customers, the prices have reached a tipping point. Dan Palmer, a 66-year-old from suburban Chicago, exemplifies this frustration. He used to enjoy a daily mango dragonfruit refresher, but the rising cost has made it less appealing. “The prices have gone up—a lot,” Palmer told The Wall Street Journal. “It’s not a deal in any sense of the word”.
Palmer is not alone in his sentiments. As the U.S. economy faces uncertainty, nearly 40% of consumers have reported cutting back on takeout spending, according to a survey by Revenue Management Solutions. This trend forces many to reconsider their daily Starbucks habit in favour of more affordable alternatives. Brad Pearl, a former dedicated Starbucks customer from Spokane, Washington, found that the high prices and long wait times were no longer justifiable. He has since switched to a local coffee shop, saving approximately $150 monthly. “It’s really a luxury,” Pearl remarked about the cost.
Long Wait Times Frustrate Customers
In addition to rising costs, long wait times have become a significant issue for Starbucks patrons. Despite implementing mobile ordering, which now accounts for 30% of sales, the system has not effectively reduced store congestion. A 2024 Technomic Ignite Consumer poll revealed that over 30% of customers reported waiting up to 15 minutes for their orders, with some experiencing delays as long as 30 minutes.
Starbucks could consider strategies such as revising its pricing model, improving its supply chain efficiency, and enhancing its customer service to address these issues. Even Howard Schultz, the former CEO of Starbucks, acknowledged the problem during a June podcast interview. Schultz described the chaotic scenes in stores as resembling a “mosh pit,” admitting that the current system detracts from the ideal Starbucks experience.
Political Controversies Fuel Backlash
Starbucks has also found itself at the centre of political controversies, further alienating segments of its customer base. Criticism has come from both the left and right, with some viewing the company’s stances as detrimental. On the right, figures like former President Donald Trump accused Starbucks of being “anti-Christian” for omitting explicit Christmas symbols from its holiday cups. On the left, the company faced a global boycott led by the Boycott, Divestment, and Sanctions (BDS) Movement over alleged financial support for Israel. Although Starbucks refuted these claims, the damage to its reputation was significant. These controversies have not only led to a loss of customers but also affected Starbucks’ brand image and market position.
Starbucks Prices Vary by State
The cost of Starbucks coffee also varies significantly across the United States. According to a PriceListo study, Vermont has the highest average price per cup at $5.73. Meanwhile, Maine offers the cheapest Starbucks coffee, costing an average of $4.44 per cup.
States like New York and Washington, D.C., also rank high in terms of Starbucks prices. Customers pay around $5.20 per cup. In California, a cup of coffee averages $5.07. Central U.S. states, including Wyoming, South Dakota, Arkansas, and Oklahoma, are among the most expensive places to buy Starbucks coffee.
Impact of Rising Labour Costs
Adding to the price increases, Starbucks recently raised the cost of its menu items in response to a new minimum wage law for fast-food workers in California. This adjustment saw prices rise by $0.50 to $1.00 per item. A spokesperson for Starbucks confirmed that the price hikes directly responded to the new wage laws, though the company declined to specify the average increase for each menu item.
As Starbucks grapples with these challenges, its ability to adapt and regain customer trust will be crucial to its future success. The coffee giant, once a symbol of convenience and quality, now faces the daunting task of reversing its decline in a competitive and changing market.
