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星巴克宣布在北美裁员约900人,关闭部分门店以进行重组
Xin Lang Cai Jing· 2025-09-25 11:20
星巴克公司9月25日在致北美合作伙伴的信中表示,公司批准了一项重组计划,该计划涉及关闭部分咖 啡店,并进一步转型公司的支持组织架构。公告显示,该战略将取消约900个当前的非零售合作伙伴职 位,并关闭许多空缺职位。公司预计本财年末将完成大部分门店关闭工作。公司估算与门店关闭、支持 组织转型及其他重组活动相关的支出约为10亿美元,其中90%的费用归属于北美业务。 ...
消息称星巴克将在重组中裁减约900个工作岗位
Ge Long Hui A P P· 2025-09-25 11:12
格隆汇9月25日|据市场消息,星巴克将在重组过程中裁减约900个工作岗位,并关闭部分门店。 ...
露胸肌自拍推销星巴克中秋礼盒,店员为完成卖月饼KPI快被逼成男模了?
3 6 Ke· 2025-09-25 09:34
合家团圆的中秋节,据说是星巴克打工人一年一度受难日。 今年推出了两款新品,一款叫圆满月饼,售价468元,五种口味齐全,包括黑巧金烘咖啡味、玫瑰酸奶味、青梅佛手柑味、桂香酒酿青稞味和金沙奶黄 味;另一款叫流金月饼,售价358元,只包含其中的三种口味。 358元6小颗的星巴克冰皮流心月饼,弥补了月饼界没有左宗棠鸡的遗憾,也靠层层下压的门店销售KPI扣动了"把员工发展成小微经销商"的发令枪。 在社交平台上,星巴克门店正职或兼职员工为了卖出月饼,不得不八仙过海各显神通:有人卷赠品送咖啡找黄牛,有人上BOSS直聘"卖月饼我要和老板 谈",还有人拍起抽象短视频演绎求婚戏码,甚至还有员工秀起了自己的肌肉,将月饼盒款款放在胸口,撑出宽阔坚实的肩膀和手臂的肌肉线条,并配 文"买月饼送老公",还有人不得不自掏腰包、垫钱自购,被称为「员工工资回收计划」。 9月11日,星巴克官方回应称:"星巴克不允许垫款自购这种行为,这是原则问题。" 一方面是员工声称层层下压考核指标,把经营压力甩给门店,另一方面公司称"严禁自购"——最终指向的问题,月饼的销量到底由谁来负责? 01 晒胸肌,拍短剧,星巴克月饼非吃不可吗? 这是一场长达两个月的拉锯战 ...
星巴克海外店员被指辱骂消费者!成功食品集团:已解雇员工
Nan Fang Du Shi Bao· 2025-09-24 15:05
Core Viewpoint - A recent incident involving a customer at a Starbucks in Malaysia has sparked controversy after the barista allegedly insulted the customer using a local language, leading to public outcry and an official response from Starbucks [1][2][4]. Company Response - Starbucks Malaysia, operated by Berjaya Food Berhad, issued a statement emphasizing that respect is non-negotiable and that the behavior of the barista does not reflect the company's values [4][8]. - The barista involved was dismissed on September 21, 2025, following an internal review, and Starbucks is reinforcing training programs to enhance cultural sensitivity and customer service standards [6][7]. Incident Details - The incident occurred on September 18, when a Guangdong consumer shared a video of her ordering at a Starbucks using a translation app, which led to complaints from local netizens about the barista's disrespectful behavior [2][5]. - The consumer expressed gratitude for the support received but noted that she did not understand what the barista was saying at the time [1][2]. Business Context - Starbucks operates in Malaysia through a licensing model, with Berjaya Food Berhad being the exclusive franchisee since its entry into the market in 1998 [9]. - As of now, there are 405 Starbucks locations in Malaysia, and the company reported a revenue of $27.615 billion for the first nine months of fiscal year 2025, reflecting a year-over-year growth of 1.9% [9].
星巴克们的中国往事:从黄金十年到败退时刻
3 6 Ke· 2025-09-24 11:15
Group 1 - The core viewpoint of the article highlights the accelerated divestment of foreign brands in China, marking a significant shift in the market dynamics that have evolved over the past 40 years [4][71]. - The initial entry of foreign brands into China during the reform and opening-up period was characterized by a cooperative approach, as they sought to establish a foothold in a market with limited consumer spending power [5][9]. - By the mid-1990s, as urban consumer groups began to grow, foreign brands started to adopt aggressive strategies, leading to the decline of many domestic brands [10][12]. Group 2 - The article discusses the "two-lever" strategy employed by foreign brands, which involved both establishing retail channels and leveraging brand power to dominate the market [29][40]. - The entry of foreign supermarkets in the 1990s transformed the retail landscape in China, introducing advanced business models and changing consumer shopping habits [30][32]. - The rise of e-commerce and mobile internet has further disrupted traditional retail, allowing smaller domestic brands to thrive by leveraging online platforms [47][51]. Group 3 - The case of Luckin Coffee's rise against Starbucks illustrates how domestic brands have begun to leverage capital and technology to compete effectively with established foreign brands [60][67]. - The article emphasizes that the decline of foreign brands in China is a result of their inability to adapt to the rapidly changing market dynamics and consumer preferences [72]. - The current trend of foreign brands considering divestment to local teams is seen as a potential positive step for their operations in China, allowing for better alignment with local market conditions [71].
对话野人先生创始人崔渐为:想成为冰淇淋界的星巴克,一直都在“踩着刹车”,自己接受很多误解
3 6 Ke· 2025-09-24 00:11
14年前创业那天,32岁的崔建维给了自己一个小小的仪式感——对外改名成"渐为",寓意"渐渐有所作为"。 如今,由他创立的冰淇淋连锁"野人先生"崭露头角,甚至在最近常被与哈根达斯比较,一度还传出计划赴港IPO。虽然崔渐为否认了这个说法,但他确实 有为野人先生描绘一张可以分享的蓝图:成为冰淇淋界的星巴克。 2011年,崔渐为在北京一所高校内开出首店,最早名为"鲜果会",主打鲜果冰淇淋,2015年开出第一家真正的gelato店"野人牧坊",去年品牌升级时改名 为更顺口易记的"野人先生"。 崔渐为(建维) 语速不紧不慢、带山西口音的崔渐为,和星巴克创始人霍华德经历有些相似:自小家境清寒、辞掉高薪工作创业。他也想像霍华德那样,把"标准化+连 锁化"的咖啡扩张路径复制到gelato(意大利手工冰淇淋)这一品类上,让一门常见于意大利小店的生意长出规模化品牌。 近日,崔渐为与小食代进行了一次单独交流。我们来一起听听,在"雪糕刺客"被冷落的当下,这个客单价近30元的品牌是如何被打造出来的,如今身处何 方,以及将要如何"逆势而行"? 创业 野人先生于2011年在北京开出首店,目前按门店数计算已跻身中国冰淇淋连锁前三。根据窄门餐眼 ...
星巴克的月饼,年年难卖年年卖
Sou Hu Cai Jing· 2025-09-21 04:09
Core Viewpoint - The article highlights the internal pressure faced by Starbucks employees regarding mooncake sales, revealing a broader issue of operational challenges within the company and the retail industry as a whole [2][3][5]. Group 1: Employee Pressure and Sales Challenges - Employees at Starbucks have reported significant pressure to meet mooncake sales targets, with some resorting to purchasing mooncakes out of their own pockets, leading to financial strain [2][3]. - A survey indicated that 67% of chain restaurants impose mooncake sales targets on employees, with Starbucks facing some of the highest pressure in this regard [5]. - Despite the high profit margins of mooncakes (65%), the low repurchase rate (23%) indicates a struggle to sell these products effectively [7]. Group 2: Starbucks' Operational Struggles - Starbucks has experienced its first revenue decline in China for 2024, with same-store sales and average transaction values also decreasing, despite an increase in store count and membership [11]. - The competitive landscape has shifted, with local brands like Luckin Coffee offering significantly lower prices, leading to increased price sensitivity among consumers [11][13]. - The company's slower pace of product innovation has resulted in a perception among younger consumers that Starbucks lacks novelty, with 42% of consumers aged 18-30 expressing this sentiment [13]. Group 3: Industry-Wide Issues - The mooncake sales dilemma reflects a broader "Mid-Autumn curse" affecting the retail and dining sectors, with many businesses struggling to sell mooncakes despite their prominent marketing [14][16]. - The total production of mooncakes in China is projected at 420,000 tons for 2024, with a market value of 21.8 billion yuan, yet there are significant structural issues, including inflated prices and declining demand [16][18]. - The cultural shift away from mooncake gifting, exacerbated by anti-corruption measures, has led to a 78% decrease in reported violations related to mooncake gifts since 2019 [18][22]. Group 4: Changing Consumer Behavior - Consumer purchasing power and willingness to spend have declined, with a 23% drop in corporate mooncake procurement compared to 2023 [19][21]. - Younger consumers are increasingly favoring practical gifts over traditional mooncakes, with sales of alternative gifts like crabs and tea rising significantly [22][24]. - The traditional high-priced mooncake gift boxes are seeing a drastic decline in sales, with a 67% drop in those priced over 500 yuan since 2019, while more affordable options are gaining traction [24][26]. Group 5: Need for Industry Transformation - The article suggests that the traditional mooncake sales model needs reform, emphasizing the importance of aligning with consumer needs rather than relying solely on cultural traditions [26]. - For international brands like Starbucks, the challenge lies in balancing respect for local traditions with maintaining their global brand identity while addressing operational costs and risks [26].
罗永浩互联网唯一败绩是输给了星巴克的微笑女店员!西贝真是没苦硬吃
Xin Lang Cai Jing· 2025-09-19 07:26
0:00 一败绩是输给了星巴克的微笑女店员!西贝真是没苦硬吃[允悲]#西贝# 罗永浩互联网唯 ...
海底捞才是星巴克的soulmate
3 6 Ke· 2025-09-18 09:17
Group 1: Starbucks China Business Sale - The sale of Starbucks' China business is nearing completion, with potential bidders including Boyu Capital, Carlyle Group, EQT, and Sequoia China, with a decision expected by the end of October [1] - The bidders are all financial investors, following the precedent set by McDonald's China sale, but local consumer giants may have better operational experience and financial strength [1] - The potential for local consumer giants, such as Alibaba, Meituan, Tencent, and Haidilao, to take over Starbucks China is highlighted, suggesting they could be more suitable buyers [1] Group 2: Haidilao's Position - Haidilao, despite being a hotpot chain, shares a similar business core with Starbucks as both operate social spaces rather than just food service [2] - Haidilao's recent business expansion efforts, including selling bread and launching community stores, indicate its evolution into a "startup incubator" [3] - The need for growth is pressing for Haidilao, as its revenue and net profit declined in the first half of 2025, with a revenue of 20.703 billion yuan, down 3.7% year-on-year [5] Group 3: Market Dynamics - The overall restaurant consumption market is experiencing a downturn, affecting high-ticket items like hotpot, while new tea drinks are thriving [6] - New tea drink brands have seen significant growth, with companies like Gu Ming and Mi Xue Ice City going public and achieving high stock price increases [6] - Haidilao's attempts to create new brands have not yet achieved significant scale, with other restaurant income only contributing 2.9% to total revenue [6] Group 4: Strategic Opportunities - The sale of Starbucks presents Haidilao with an opportunity to quickly enter the tea drink market, leveraging Starbucks' established brand and store network [12] - Haidilao's strengths in local innovation and commercial real estate negotiations could address Starbucks' current challenges, such as rising rental costs and competition [4] - The combination of Haidilao and Starbucks could enhance negotiation power in commercial real estate, potentially leading to better lease terms and store placements [15] Group 5: Challenges in Acquisition - The estimated valuation for Starbucks' China business is between $5 billion and $6 billion, which poses a significant financial challenge for Haidilao [16] - Haidilao would likely need to form a consortium with financial investors to complete the acquisition, complicating decision-making due to a fragmented ownership structure [17] - Starbucks' management desires to retain brand control while selling a majority stake, which may conflict with Haidilao's operational ambitions [17][18]
科技融合人文 星巴克SITC数字化成果全面赋能门店、产品、伙伴三大领域
Huan Qiu Wang· 2025-09-18 02:41
9月17日消息,今日,星巴克中国创新科技中心(Starbucks China Innovation and Technology Center,简称SITC)正式对外发布成立以来的数字化建设成果, 并宣布迁入深圳河套科创中心新址。 "SITC成立两年来,我们凭借坚实的技术基础与数据能力,正作为核心驱动引擎,推动星巴克中国向数字化全面赋能的体验型咖啡公司加速迈进。"星巴克 中国副总裁、首席技术官罗金鹏在发布仪式上表示:"未来,星巴克将在AI科技的赋能下,在更多场景开辟'科技融合人文'的创新机遇,前所未有地扩大我 们在门店、产品和伙伴方面的独特竞争优势,为顾客创造更丰富的全新价值。" SITC 自成立之初便秉持 "科技融合人文" 理念,两年来,聚焦门店、产品和伙伴三大核心领域,以精细化、个性化和以人为本的科技创新,持续赋能星巴克 伙伴更好地服务顾客,传递超越期待的星巴克体验。 以数字化为笔,勾勒 " 千店千面 " 的第三空间 为了让对的内容,在对的时刻、对的门店,打动对的人,SITC已在星巴克全国门店投资建造电子菜单板,打造顾客在第三空间体验中的全新沟通界面,塑 造充满个性与温暖的数字化第三空间体验。除极少部分受 ...