Core Insights - The "Back to Starbucks" strategy is focused on enhancing customer service experience, which differentiates the brand from competitors [3] - Brand affinity has reached its highest level since 2023, with the share of customers ranking Starbucks as their first choice at a 5-year high [3] - Significant improvements have been noted in service time and customer perceptions of connection and care [3] Financial Performance - Non-Starbucks Rewards member transactions increased year over year for the second consecutive quarter [4] - The share of company-owned stores with positive comparable transactions more than tripled year over year [4] - Global comparable store sales increased by 1% year over year in Q4 2025, with North America and U.S. comparable store sales remaining flat [5] Operational Improvements - More than 80% of company-owned cafes achieved an average service time of 4 minutes or less due to a new sequencing algorithm [7] - The Green Apron Service model, which adds staff and hours to cafes, has led to strong worker engagement and record low hourly employee turnover [7] Challenges - The company faced challenges including a series of store closures, particularly 59 unionized stores, and ongoing union activities [6]