Starbucks is targeting an increase in afternoon sales and expanding its global operations to unlock a major untapped part of its business [1].
This strategic shift comes as the company attempts to accelerate a broader turnaround bid [2]. By diversifying the times of day customers visit, the company seeks to reduce its reliance on morning traffic and stabilize revenue streams across different international markets.
Recent reports indicate that the afternoon business for the company is picking up [3]. To support this growth, Starbucks has reshuffled its leadership to streamline the execution of its turnaround strategy [4]. The focus remains on capturing a larger share of the midday and late-day beverage market, particularly during high-traffic periods like the holiday season [5].
Infrastructure investments are also playing a role in this expansion. In Much Wenlock, UK, a firm associated with expansion plans underwent a £500,000 [6] upgrade to boost capacity. These localized investments are part of a wider effort to modernize store experiences, and improve operational efficiency globally.
"Starbucks' afternoon business is picking up," MSN said [3]. The company is leveraging seasonal flavors and a refreshed leadership structure to maintain this momentum [4, 5]. These moves are designed to transition the brand from a morning-centric destination to a full-day service provider.
"Starbucks reshuffles leadership to accelerate turnaround bid," Business Times said [4]. The company continues to evaluate how store upgrades and new product rollouts can sustain the current increase in afternoon sales [1, 3].
“"Starbucks' afternoon business is picking up."”
By aggressively pursuing the 'afternoon slump' period, Starbucks is attempting to evolve its business model from a routine morning stop to a lifestyle destination. This shift, paired with leadership changes and capital investments in infrastructure, suggests the company is prioritizing operational agility to recover market share and increase average daily transactions per store.
