Core Insights - Starbucks is experiencing significant momentum in its US business, with a focus on marketing and brand visibility as it prepares for its investor day in New York City [1] Marketing and Brand Strategy - The company has integrated its marketing, menu, digital experience, merchandising, and consumer packaged goods (CPG) to present a unified global brand [2] - Starbucks has increased its marketing and advertising spending to enhance visibility and relevance, aiming to be more loved by consumers [4] - The brand is focusing on major events for marketing, such as the Winter Olympics and collaborations with influencers like Mr. Beast [5] Customer Engagement and Rewards Program - Starbucks has revamped its rewards program by introducing tiers (green, gold, and reserve) to better reward frequent customers, who visit up to 200 times a year [8] - New features include a "free mod Monday" for all members, allowing for monthly free modifications, enhancing customer customization options [9] Product Innovation - The company is launching new menu items, including a matcha menu and an ube coconut macchiato, with a focus on energy refreshers to capture afternoon sales [10][11] - Starbucks has reduced its SKU count by 25% to streamline operations while still innovating within existing product structures [19] Cultural Relevance and Trends - Starbucks aims to leverage cultural trends and engage younger consumers, particularly Gen Z, by responding to customer-created trends and introducing a secret menu [14] - The company is focusing on health and wellness trends, with plans to introduce new flavors and customizable options, such as a more personalized chai [26][27] Technology and AI Integration - Starbucks is enhancing its app with AI capabilities, allowing customers to verbally express their drink preferences and receive recommendations [16][17] - The company is committed to balancing innovation with operational efficiency, ensuring that new offerings do not complicate barista workflows [18][21]