格隆汇9月28日｜据路透，内部备忘录显示，星巴克首席技术官(CTO)Deb Hall Lefevre已辞职，暂时由 全球体验科技资深副总裁Ningyu Chen代理，尚未任命正式继任人选。该备忘录由星巴克首席财务官 (CFO)Cathy Smith发出，提到Lefevre计划退休，并强调公司的科技重点不会改变，仍聚焦于推动"重返 星巴克"(Back to Starbucks)转型计划所需的数位化工作。Lefevre过去曾任职麦当劳，2022年5月加入星巴 克，负责优化得来速、行动点餐等技术系统。 ...

Core Viewpoint - Starbucks is undergoing a significant restructuring aimed at optimizing efficiency in mature markets, which includes closing hundreds of stores in North America and Europe and laying off approximately 900 non-retail employees [1][2]. Group 1: Restructuring Details - The restructuring plan will cost $1 billion, which includes $150 million for severance and $850 million for store closures [2]. - Starbucks will reduce its North American store count from 18,743 to 18,300 by the end of September, marking an unprecedented contraction [1]. - The closures will affect underperforming stores, including the Reserve Roastery in Seattle, which is the first of its kind globally [1]. Group 2: Market Challenges - The coffee market is shifting from a focus on expansion to efficiency, with competition now centered on single-store performance, digital experiences, and supply chain resilience [3]. - Starbucks has seen a decline in same-store sales in North America for six consecutive quarters, with a 2% drop reported in the third quarter of fiscal 2025 [3][4]. - The tolerance for high-priced coffee is decreasing among consumers, leading to intensified competition from brands offering lower price points [4][5]. Group 3: Strategic Implications - The restructuring reflects deeper strategic challenges, including rising operational costs and the need to close inefficient stores to enhance profitability [6][7]. - The departure of the CTO suggests potential internal conflicts regarding the strategic direction of the company [8]. - Starbucks is also considering selling its China operations, with negotiations ongoing with several investment firms, which could reshape its market presence [9].

Group 1 - The Los Angeles 2028 Olympics has secured 24 partners, including Honda, Nike, and Omega, with sponsorship revenue exceeding $1.448 billion, surpassing the 2024 Paris Olympics, but still short of the $2.5 billion target [1] - Starbucks has announced its partnership as the official coffee partner for the Los Angeles Olympics and Paralympics, planning to set up a specially designed café in the Olympic and Paralympic villages [1][6] - The partnership aims to enhance Starbucks' brand visibility and influence, leveraging the global reach of the Olympics to deepen brand recognition [1][10] Group 2 - Starbucks has a historical connection to sports, with founder Howard Schultz's background in athletics influencing the brand's strategic decisions [2] - The company has been gradually entering the sports marketing arena, with significant initiatives planned for 2024, including collaborations with sports brands like YONEX [2][4] - The partnership with the Olympics is seen as a strategic move to address performance pressures and market expansion needs, especially as same-store sales in North America have declined [6][8] Group 3 - The Los Angeles Olympics is innovating its commercial partnership model by independently categorizing coffee as an official partnership category, breaking the traditional dominance of beverage giants like Coca-Cola [8][10] - This shift allows coffee brands to participate directly in the Olympics, potentially leading to increased visibility for brands like Starbucks [8][10] - The collaboration is expected to extend Starbucks' consumer engagement beyond traditional settings, integrating coffee into dynamic environments like sports venues [10] Group 4 - The competitive landscape in the coffee industry is intensifying, with brands like Luckin Coffee and others actively engaging in sports marketing to enhance brand exposure [11][15] - Luckin Coffee has successfully leveraged sports events, such as the Beijing Winter Olympics, to boost brand awareness and has established partnerships across various sports [11][15] - Other brands, including Kudi and Migu, are also exploring sports sponsorships, indicating a broader trend of coffee brands recognizing the value of sports marketing [11][15]

Core Insights - Starbucks is laying off 900 employees in North America and closing some stores, marking the second round of layoffs in seven months, primarily affecting non-retail positions [1][2][3] - The company is implementing a $1 billion restructuring plan aimed at revitalizing its sales, with a significant portion allocated for store closures and employee severance [2][3] - The CEO, Laxman Narasimhan, has initiated several reforms since taking office, focusing on improving store experience and operational efficiency, which aligns with his previous success at Chipotle [3] Summary by Sections Layoffs and Store Closures - Starbucks will cut 900 positions in North America, with a focus on underperforming stores and non-retail roles [1][2] - The total number of stores in the U.S. and Canada is expected to decrease by approximately 1% by fiscal year 2025 [1] - The company plans to upgrade over 1,000 stores in the next 12 months [1] Restructuring Plan - The $1 billion restructuring plan includes costs for store closures and organizational transformation, with 90% of the funds directed towards North American operations [2] - Approximately $150 million will be allocated for employee severance packages [2] CEO's Strategic Reforms - Since taking over, the CEO has launched the "Return to Starbucks" initiative, emphasizing store experience and streamlined processes [3] - The company is simplifying its menu and enhancing store execution standards to improve customer experience and profitability [3] - The CEO's previous experience at Chipotle, where he significantly increased profits, informs his current strategies at Starbucks [3] Impact on China Operations - The layoffs do not affect Starbucks' operations in China, where store expansion remains a key growth driver [4] - There are ongoing discussions about selling parts of the Chinese business, with potential buyers identified [4]

Core Points - Starbucks announced the closure of hundreds of stores in the U.S., Canada, and Europe to focus resources on business transformation [2] - The company plans to reduce its North American store count to 18,300 by the end of the fiscal year, down from 18,734 as of June 29 [2] - CEO Brian Niccol indicated that some stores in the UK, Austria, and Switzerland will also close, though specific numbers were not disclosed [2] Store Closures - The exact number of store closures has not been specified, but the majority will occur in the U.S. and Canada [2] - The closure plan is set to begin immediately [2] Workforce Reduction - Starbucks will cut 900 non-retail positions as part of its restructuring efforts [2]

Core Viewpoint - Starbucks announced the closure of hundreds of stores in the US, Canada, and Europe, along with the layoff of approximately 900 employees, as part of a business restructuring effort [2] Group 1: Store Closures and Layoffs - The closure plan will be initiated immediately, but Starbucks did not disclose the specific number of stores to be closed, stating that by the end of the fiscal year, the number of stores in North America will be 18,300, down from 18,734 as of June [2] - Some stores in the UK, Austria, and Switzerland will also be closed, although the exact number was not revealed [2] - This marks the second round of layoffs for Starbucks this year, following a previous announcement in February to cut 1,100 jobs globally [2] Group 2: Financial Implications - Starbucks plans to invest $1 billion in the restructuring, with $850 million allocated for store closures and lease terminations [2] - The CEO emphasized that the decision to close stores was based on evaluations indicating that some locations could not achieve financial stability or meet customer expectations [2] - The company typically opens or closes stores annually due to financial conditions and lease expirations, but this adjustment is described as having more profound implications [2]

Core Viewpoint - Starbucks announced a plan to lay off 900 employees and close approximately 100 underperforming stores as part of a $1 billion restructuring effort aimed at reversing six consecutive quarters of declining sales [1][3]. Group 1: Restructuring and Cost-Saving Measures - The closures include the iconic Seattle roasting facility and will also affect locations in the UK, Switzerland, and Austria [1]. - The CEO, Brian Niccol, stated that the closing stores were unable to provide the expected environment for customers and employees or achieve profitability [1][3]. - This restructuring is part of a broader strategy initiated by Niccol after he took office, which includes previous layoffs of 1,100 positions earlier this year [3]. Group 2: Market Response and Analyst Opinions - Following the announcement, Starbucks' stock price fell by about 1% during the New York trading session, indicating a relatively mild market reaction [6]. - Some analysts maintain a positive outlook, suggesting that closing inefficient stores and improving resource utilization could enhance cash flow and future profit margins, with BTIG reaffirming a "buy" rating [6]. - Conversely, other analysts, such as TD Cowen, expressed caution, reiterating a "hold" rating and questioning whether the company can return to growth in its core business [6]. Group 3: Union and Labor Relations - Starbucks is facing a unionization movement among its baristas in the U.S., with significant strikes planned for December 2024, as employees demand a collective bargaining agreement [4]. - The union has raised concerns about understaffing and excessive workloads, opposing the company's restructuring announcement [4]. - Despite the company's commitment to "good faith negotiations," discussions have been stalled for nine months [4]. Group 4: Future Plans and Store Upgrades - Niccol emphasized a commitment to a $1 billion transformation of Starbucks, which includes closing stores lacking "tangible experiences and profitability pathways" [5]. - The total number of stores in the U.S. and Canada is expected to decrease from 18,734 to approximately 18,300, representing a net reduction of 1% in company-operated locations [5]. - Concurrently, over 1,000 core stores will undergo upgrades to enhance customer experience and operational efficiency, aiming to restore the "third place" coffee culture [5].

当地时间9月25日，星巴克（Nasdaq：SBUX）在官网公布了董事长兼CEO倪睿安（Brian Niccol）发布 致北美合作伙伴的公开信称，为支持"重回星巴克"计划，公司批准了一项重组计划，该计划涉及关闭部 分门店以及缩减岗位。 此外，星巴克正在考虑出售中国地区业务。今年6月，据知情人士透露，高瓴资本参与了星巴克中国区 的反向管理层路演，目前交易结构尚未敲定。星巴克中国业务估值约为50至60亿美元。 当天，星巴克发布在美国证券交易委员会的文件显示，大部分门店关闭将在本财政年度结束前完成。公 司估计，将产生约10亿美元与门店关闭、支持组织转型和其他重组活动相关的费用，其中90%的费用归 属于北美业务。公司进一步预计，在产生的重组费用总额中，公司估计约有1.5亿美元与员工离职补偿 （employee separation benifits)，约有4亿美元与公司经营的商店资产的处置和减值有关。 值班编辑：苏小 这是倪睿安上任以来的第二次裁员。今年2月，倪睿安宣布裁员1100人，但不包括星巴克中国的员工。 对此，星巴克中国对第一财经记者表示，门店拓展仍是星巴克中国业务增长的关键驱动力。我们严谨管 理全国门店布局， ...

Core Viewpoint - Starbucks announced a restructuring plan involving the closure of hundreds of stores in North America and Europe, along with the layoff of approximately 900 employees, amid declining sales in its largest market [1] Group 1: Restructuring Plan - The restructuring plan will cost Starbucks $1 billion, which includes $150 million for employee severance and $850 million related to store closures [1] - The decision to close stores is effective immediately, primarily affecting locations in North America [1] - By the end of the fiscal year on September 30, the number of Starbucks stores in North America will be reduced to 18,300 from 18,743 as of June 30 [1] Group 2: Impact on Employees - Approximately 900 non-retail employees will be laid off on September 26, marking the second round of layoffs this year after 1,100 global employees were cut in February [1] Group 3: Sales Performance - North America is Starbucks' largest market, but sales have declined for six consecutive quarters [1] - As of June 29, sales in North America decreased by 2% year-over-year for the third quarter of fiscal 2025 [1] - Analysts attribute the sales decline to increased competition and growing price sensitivity among consumers [1]

【#星巴克北美将裁900人##星巴克将给员工发约1.5亿美元离职补偿#】当地时间9月25日，星巴克在官 网公布了董事长兼CEO倪睿安发布致北美合作伙伴的公开信中表示，公司正在通过"重返星巴克"计划的 视角仔细审查北美咖啡馆产品组合。在审查期间，公司确定了无法提供客户期望的环境的门店，或者看 不到实现财务业绩的门店，这些门店将会关闭。其次，星巴克正在进一步减少员工，（这一次）会取消 大约 900 个职位。当天，星巴克发布在美国证券交易委员会的文件显示，公司估计约有1.5亿美元与员 工离职补偿。（第一财经） ...