Core Viewpoint - Despite a sixth consecutive quarter of declining same-store sales in the U.S., Starbucks shows signs of reform with better-than-expected results, leading the market to adopt a "believe first" approach [2] Financial Performance - Adjusted earnings per share were $0.50, below the market expectation of $0.65, while revenue reached $9.5 billion, a 5% year-over-year increase [2] - U.S. same-store sales fell 2% in Q2, in line with the previous quarter but better than the analyst forecast of a 2.5% decline; comparable transaction volume decreased by 4%, also better than the expected 4.5% drop [2] - China same-store sales continued to grow, with a 2% year-over-year increase, surpassing the expected 1.4% growth [6][7] Market Strategy and Reforms - To reverse the downturn, Starbucks has implemented several reforms in the U.S. market, including layoffs, requiring more employees to return to the office, increasing staffing in stores, and reshaping service models [4] - The new "Green Apron Service" plan is set to launch in mid-August, with pilot stores showing improvements in transaction volume, sales, and service efficiency [4] - Starbucks plans to invest approximately $150,000 per store for small-scale upgrades to create a "comfortable café atmosphere," moving away from the previous fast-casual experience [4] New Store Development - The construction cost for new stores has decreased by about 30%, with a new prototype store featuring 32 seats and a drive-thru set to launch in fiscal year 2026 [5] Product Innovation - Starbucks is shifting its product innovation approach from a top-down model to a co-creation model with store partners, addressing past criticisms of overly complex menus [8] - A new menu featuring protein cold foam drinks and coconut water tea beverages is set to launch in Q4, with a focus on quality and customer engagement [8]

Core Insights - Despite a sixth consecutive quarter of declining same-store sales in the U.S., Starbucks shows signs of recovery as the decline is less severe than expected, leading the market to adopt a "wait and see" approach [1] Financial Performance - Adjusted earnings per share for Starbucks were $0.50, below the market expectation of $0.65, but revenue reached $9.5 billion, a 5% year-over-year increase, exceeding expectations [1] - Same-store sales in the U.S. fell by 2% in Q2, matching the previous quarter but better than the analyst forecast of a 2.5% decline [1] - Comparable transaction volume decreased by 4%, which is also better than the anticipated 4.5% drop [1] - In China, same-store sales continued to grow, marking a positive trend for the company [1] Market Strategies - To address the sales slump, Starbucks has implemented several reforms in the U.S., including layoffs, encouraging more employees to return to the office, and increasing staffing in stores to enhance service models [5] - The "Green Apron Service" initiative is set to launch fully in mid-August, with pilot stores showing improvements in transaction volume, sales, and service efficiency [5] - Starbucks plans to invest approximately $150,000 per existing store for minor upgrades to create a more comfortable café atmosphere, moving away from a fast-casual experience [5] - New store construction costs have been reduced by about 30%, with a new prototype store featuring 32 seats and a drive-thru expected to launch in FY2026 [5] Regional Performance - In the context of a 2% year-over-year decline in global same-store sales, the Chinese market stands out with a 2% increase, surpassing the expected 1.4% growth, driven by increased transaction volume despite a decrease in average ticket size [6] - This marks the second consecutive quarter of positive same-store sales growth in China, with management actively seeking local partners to expand long-term opportunities in the market [6] Product Innovation - Starbucks is shifting its product innovation approach from a top-down model to a collaborative "co-creation" process with store partners, addressing past criticisms of overly complex menus [7][8] - A new generation of menu items, including a protein cold foam drink and coconut water tea beverages, is set to launch in Q4, with a focus on healthier options [8] - The company emphasizes involving store partners from the beginning of the product development process to ensure practical operational alignment [9]