Starbucks sees customers outside of its loyalty program as vital, too

Group 1 - Starbucks aims to engage both loyalty and non-loyalty members, addressing a decline in non-rewards customers as a critical business issue [3] - The company focuses on personalizing the experience for loyalty program members rather than relying on coupons and discounts, while also enhancing relationships with non-loyalty customers [3] - The Green Apron strategy, launched in August, introduces new customer interaction standards, staffing models, and technology to improve order fulfillment speed [4] Group 2 - Customer satisfaction has improved, with higher scores for convenience and connection, and a reduction in complaints to the lowest level in recent years [4] - Global comparable store sales increased by 4% year over year in Q1 2026, driven by a 3% rise in comparable transactions and a 1% increase in average ticket [5] - The turnaround plan has led to increases in both Starbucks Rewards and non-Rewards transactions for the first time since Q2 2022, with average service times reduced to under four minutes during peak hours [6] - Active Starbucks Rewards members rose by 3% year over year to a record 35.5 million [6]