Zhi Tong Cai Jing·2025-09-25 12:29Core Viewpoint - Starbucks is implementing a $1 billion restructuring plan that includes closing stores and cutting 900 jobs under the leadership of new CEO Brian Niccol, aiming to transform the business and enhance store attractiveness [1][2] Group 1: Store Closures and Restructuring - The company plans to reduce its total number of stores by 1% by fiscal year 2025, maintaining a total of 18,300 stores in the U.S. and Canada [1] - Starbucks will close underperforming stores identified through a comprehensive evaluation and will focus on developing stores that align with Niccol's strategic vision [1] Group 2: Store Upgrades and Customer Experience - The company intends to expand store operations and renovate an additional 1,000 locations, with initial upgrades showing positive results in customer visit frequency and duration [1] - Niccol's strategy includes optimizing store facilities by increasing seating and adding power outlets to attract customers more frequently and encourage longer stays [1] Group 3: Financial Performance and Market Competition - Despite these adjustments, the financial performance of Starbucks has not shown significant improvement, with the company facing intense competition from smaller coffee chains in key markets like the U.S. and China [2] - Starbucks is working to streamline its menu and reduce drink preparation complexity to shorten customer wait times and introduce new products that cater to changing consumer preferences [2] Group 4: Investor Sentiment and Concerns - While analysts and investors generally support Starbucks' transformation efforts, there are growing concerns regarding the costs and implementation timeline of Niccol's plans, especially as the company's profitability has declined due to significant investments in brand renewal [2]